"We even hosted a mixology session in Atlanta where we invited fans to ideate, create and taste Diet Coke flavours we were considering".
"We're modernizing what has made Diet Coke so special for a new generation", Rafael Acevedo, the product's North American group director, said on Coca-Cola's website.
"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach". Owner The Coca-Cola Co will be hoping the announcement in the United States this week of a range of sparkly new flavours will give an artificial sweetener boost to a diet market that has crashed. A slightly refined typography simultaneously preserves Diet Coke's heritage, but presents it in a more progressive manner, the company said.
After 35 years, America's No. 1-selling zero-calorie beverage brand is entering a new era. Soda sales have fallen as more people switch to low-calorie drinks and flavored fizzy water like La Croix.
Just like CCA's Colour Your Summer push, the new Diet Coke range is targeted squarely at younger consumers - Millennials that appear to be leaving the diet soda category because of fears over artificial sweeteners.
Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango bring more variety to the trademark by complementing the unique, crisp taste of Diet Coke with unexpected-yet-delicious tastes. Coca-Cola is saying that, for now, the Diet Coke overhaul is just for the USA and Canada.
Zero Sugar launched in April 2016, since when it has been largely responsible for the growth of the Coca-Cola portfolio.
"That's why we're rolling out a modern design and adding new sleek cans - still 12 ounces with that old-school Diet Coke vibe and great taste". Coster also starred in that, although back then the product being promoted was Coca-Cola rather than Coca-Cola Zero Sugar.
The changes will show up in USA stores by the end of the month and in Canada in February.
"With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough", said James Sommerville, vice president of Coca-Cola Global Design.
The new US Diet Coke packaging shift seems to contradict its previous message.
The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours.
People who love Diet Coke tend to really, really, REALLY love it.