Diet Coke's New Packaging Is a Gamble Worth Taking
Diet Coke is undergoing its biggest changes in decades. But as veteran branding experts at CBX Branding Agency see it, the refreshed look and new flavors are unlikely to trigger a backlash along the lines of Tropicana’s quickly scrapped packaging fail of 2009 or the “New Coke” launch of 1985. CBX, which provides package design, strategy, verbal identity and other branding services to major consumer product manufacturers and retailers, was not involved with the Diet Coke project.
Even when it comes to an iconic brand like Diet Coke, today’s consumers are more receptive to change, in part because they so value variety, adventurism and the perception of healthier ingredients and lifestyles, wrote CBX’s Dustin Longstreth, chief marketing & chief strategy officer, and Satoru Wakeshima, chief engagement officer, in a new post at CBX.com.