Diet Coke is definitely a mature product. And, like many mature products, it needs to continue to fit into today’s consumer’s lifestyle in order to stay relevant. First introduced in 1982, Diet Coke was recently relaunched with four bold, new flavors and a new packaging look. (And, if you’re a fan of the traditional Diet Coke, don’t worry, it will still be available.)
Coca-Cola took two years to research and develop the new drinks, speaking to more than 10,000 people across the country to get ideas on flavors, packages, and more. Based on the results, the company tested more than 30 new flavors. The final results are now in and ready for drinking. The new flavors that had the most positive consumer response include Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango. The new Diet Coke flavors are also packaged in slim 12-oz. cans (same can as DASANI sparkling drinks) and come singly and in eight-packs.
Coca-Cola is walking a fine line between maintaining an existing and still popular brand (Diet Coke) and building a new flavor profile and brand look for an iconic product.
What are you thirsty for today?
Group Activities and Discussion Questions:
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- Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
- Where does Diet Coke fit on the product life cycle?
- Discuss how Coca-Cola worked to reposition Diet Coke.
- View the press release and story: http://www.coca-colacompany.com/stories/diet-coke-flavors
- Show a video of the new product line: https://youtu.be/51QDzjEOBc4
- For information on packaging and design: http://www.coca-colacompany.com/stories/diet-coke-design
- Divide students into teams. Have each team draw a product life cycle and place various products and services into each stage.
- Next, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.
Source: Brandchannel.com (10 January, 2018). Diet Coke relaunches in North America with new design and flavors.