The Good, The Bad, The Ugly: Diet Coke’s Rebrand02.06.18 / Madeleine Wilson
Article after article has praised Diet Coke for making this “bold” move. However, most fail to recognize the flawed strategy behind the design and potential dangers in some of their design and messaging decisions.
Diet Coke’s new look aims to attract health-conscious millennials by adding four new flavors, modernizing the typography of the Coke logo, adding color and illustrations to the package, and introducing a slimmer 12 oz. can.
Although the brand seems to have good intentions, Diet Coke misses the mark in our books. This is a classic example of a brand attempting to target a particular audience without really understanding said audience and using faux innovation to cover up gaps in their brand strategy.
The Good: What They Got Right
The move to a sleek, slimmer can heightens the illusion of a “diet” soda being a healthier choice. This move, reminiscent of Sparkling Ice, gives off a lighter, high-end feel. Additionally, in most of their messaging the brand leaves out the word “soda” completely. Reframing the brand as a sparkling beverage instead of a soda positions it to seem healthier and more adult-friendly. The brand seems to have taken a page right out of DRY Sparkling’s book with this move.
As we all know, bottled water sales now far outpace soda sales in the U.S. and sparkling water is rapidly approaching that milestone as well. Strategically introducing four new fruity flavors to the Diet Coke line potentially threatens to grab market share from millennial LaCroix lovers. Targeting this booming demographic – although not necessarily revolutionary – is a smart move. Millennials hold tremendous buying power, so it would be foolish for a brand to ignore this influence.
“From the vector illustrations to the ‘fresh’ new flavor names, they’re screaming at a Millennial and Gen Z audience saying, ‘Hey, remember Diet Coke, the original diet beverage? We’re not a normal soda, we’re a cool soda.’” – Kat Simpson, designer at Retail Voodoo
Unfortunately, we’re not sure those “hip” new flavors (like twisted mango) will be used for what Diet Coke intended. Instead, we feel they’re just one step away from partnering with Smirnoff. These “feisty” flavors scream college party mixer. From their messaging, it seems like they’re trying to give consumers “what they wanted,” but it feels more like they are trying to re-engage those consumers that have already grown out of the soda phase of life. Although we don’t see the new flavors being consumed in a way Diet Coke intended, we can see them being used a bit more than the classic flavor is being used currently. But hey, at least we can see the flavors being embraced on some level – even if it’s not the intended one.
The Bad: What They Got Wrong
In terms of identity, Diet Coke failed to meet our expectations. The design and messaging changes feel disjointed and misleading. The flavor illustrations feel like an afterthought and destroy the only interesting new element of the can: the stripe.
“You can start to believe that the reduction of graphics and exposed can is like wearing a bikini after a diet, but those illustrations stop any dreamy visions you have like that.” – Eric Wyttenbach, senior designer at Retail Voodoo
The flavor naming conventions try to be young but just seem confused (twisted mango, zesty blood orange, feisty cherry, ginger lime). What’s so feisty about cherry Coke? They really feel like party drinks, not healthy and refreshing alternative beverages. And although as we stated before, this might potentially give a bump in sales, it won’t be among the target demographic nor will these flavors expand Diet Coke’s reach into new realms as this redesign intended.
The Ugly: The Bottom Line
A pretty new package, strong advertising, and fun messaging might be enough to briefly drop Diet Coke back into this audience’s consideration set. But when this audience takes one look at the label and sees that aspartame still present, they’ll place it back on shelf and avoid it like the plague.
“News flash: Millennials and Gen Y are label readers.” – David Lemley, founder & chief strategist at Retail Voodoo
Although messaging and design updates attempt to communicate health, the brand still uses the harmful ingredients that repelled these consumers in the first place. Ultimately, Millennials will never replace their LaCroix (or any sparkling water for that matter) with soda.
“This feels like a disingenuous move driven by a desire to pander to younger audiences and health-conscious consumers, but I predict both audiences will see through it and shun the can as a poser.” – Jacob Carter, design director at Retail Voodoo
Diet Coke’s VP of marketing is quoted in AdAge as saying that they didn’t want to change the formula for fear of risking their current loyal audience. They ignore the fact that nutrition and ingredient labels are important to most young people. Looking on-trend doesn’t matter when the product is full of unhealthy ingredients. If Diet Coke really wanted to make a bold move, they would have removed aspartame fully.
Diet Coke’s redesign is a prime example of why diet soda sales continue to fall. Brands focus on the exterior appearance of their products without addressing the real issues lurking beneath the surface.