Coca-Cola Co. has added four new flavors in skinny, redesigned cans and they have already sold more Diet Coke in its latest quarter for the first time since 2010.
The new drinks haven't been on shelves very long and the increase was modest but the company said early results suggest its plan to reinvigorate the Diet Coke brand is working.
The launch appeared to be "bold enough and interesting enough" to not just engage long-time Diet Coke drinkers but also millennials. The last time Diet Coke’s quarterly volumes increased in North America, its largest region by sales, was the fourth quarter of 2010, a company spokesman said. Diet Coke’s sales volume in the U.S. has declined every year since 2006, according to industry-publication Beverage Digest.
The modest improvement reflects only the first several weeks of sales and sales could soften but their new campaign is hoping to attract different audiences to boost their sales revenue.
This is very interesting to read about. It is cool to see American's starting to care more about what they are putting into their bodies (myself included!!). Hopefully this shift to healthier products will spread across all ages of American's and that it will eventually improve the health of the U.S.
ReplyDeleteYour analysis indicates a shift in Diet Coke's target market. I'd love to know more about the difference in Diet Coke's traditional target market and this new one. Who exactly are they targeting?
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