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Coca-Cola Has High Hopes For A Millennials-Based Diet Coke Turnaround

February 16, 2018: 12:00 AM EST
Coca-Cola reports that it is encouraged by the positive response from Millennials to the revamp of its Diet Coke line of soft drinks, launched in January with new flavors, packaging, and advertising. The company is banking on Millennials to help revive Diet Coke, which has lost market share in recent years as health-conscious consumers increasingly spurn soft drinks containing artificial ingredients, whether or not they contain sugar. Diet Coke has been the weakest of the company's cola drinks in recent years: U.S. sales dipped nearly two percent in 2016. Coca-Cola CEO James Quincey said recently the company is looking for a way to turn sales around or "at the very least stop declining" sales. The key may be to find new audiences for Diet Coke – like Millennials.
Kate Taylor, "Coca-Cola Says Millennials are Decimating Sales of Diet Coke — and Now It's Going to War", Business Insider, February 16, 2018, © Business Insider Inc.
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