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New Flavors, Packaging, Ad Message Lead To Diet Coke Sales Turnaround

December 3, 2018: 12:00 AM EST
Last year, Coca-Cola decided not to abandon the slumping Diet Coke brand, choosing instead to launch a product and marketing makeover, the biggest since its debut in the early 1980s. The decision to introduce new flavors, revamp packaging, and focus a new marketing message on broadening the brand's traditional consumer base has paid off. According to Nielsen data, U.S. dollar sales for Diet Coke were up more than two percent through the last week in October, after having fallen 3.7 percent in the 52 weeks ending Dec. 2, 2017. Part of the turnaround was due to Coca-Cola’s marketers giving Millennials and other young consumers “permission to try Diet Coke,” one industry observer said.
E.J. Schultz, "Marketer A-List 2018: Coca-Cola", Advertising Age, December 03, 2018, © Crain Communications
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