Diet Coke, which knocked out Pepsi in 2010 to become the country's No. 2 soda, is trying to keep itself fresh with a new look.
Coca-Cola (KO) is changing the Diet Coke can, bringing back a limited-edition version it tried out last fall, Advertising Age reports. The design zooms in on the "D" and "k" in the old Diet Coke logo, a bold crop that still retains the familiar silver, black and red colors.
Adweek describes the look as "a modish and (for a global brand) even daring design that refuses to reveal the brand's complete name." You can still find the entire name on a small part of the can.
The new look comes from San Francisco design firm Turner Duckworth. Coca-Cola tested the design at Target (TGT) stores, AdAge reports, and saw a growth in sales that outpaced the rest of the country.
Coca-Cola wanted to develop an edgy, stronger presence for Diet Coke after the brand rose to a 9.9% share of the soda market in 2010 -- just beating the 9.5% share for PepsiCo's (PEP) flagship brand. Pepsi had held on to that No. 2 spot for decades, and losing it to Diet Coke was a huge deal.
Coca-Cola executive Katie Bayne told AdAge that the company wanted to give Diet Coke a new voice and "a little bit of teeth" to appeal to the generation of drinkers aged 20 to 29. "We've learned the brand needs to have wit, self-deprecation and optimism," she said. "It's never snarky but a little bit witty."
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