Coca-Cola North America group director for Diet Coke Rafael Acevedo says it's simply modernising Diet Coke by making the brand more relatable and more authentic.
"We cast a very broad flavour net after looking at what millennials are eating and drinking and what food and beverage trends and insights told us", said Melissa Schwartz, senior brand manager for Diet Coke.
"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach".
The new Diet Coke range will be packaged in taller 12-oz cans, and sold as on-the-go singles and in eight-packs. "We even hosted a mixology session in Atlanta where we invited fans to ideate, create and taste Diet Coke flavours we were considering".
A new Coca-Cola advert will hit screens next week, focusing on the brand's flourishing Zero Sugar variant. The new 12-ounce can, which is noticeably skinnier than its predecessor, will hit US stores later this month. Accern also gave news stories about the company an impact score of 45.1251815829199 out of 100, indicating that recent press coverage is somewhat unlikely to have an impact on the stock's share price in the next several days.
Left behind, Diet Coke has been searching for an identity, and Coca-Cola will hope the flavour expansion and funky packaging will offer it one in the years ahead. Don't worry: The classic Diet Coke recipe will remain the same.
What the overhaul has already done, however, is call into question the future of Coca-Cola's "One-Brand" strategy for the Coke family.
The new design will feature the brand's iconic silver color accented with red and will include bold color palettes representing the new flavors.
Sommerville now says the design team have an opportunity to rethink such an iconic brand with the scale and reach of Diet Coke. "This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognizable core brand visual assets".
Acevedo concluded, "We continue to believe and invest in Diet Coke because it's a great-tasting, zero-calorie beverage loved by millions".
But that the company has made the Diet Coke changes in its biggest global market shows just how keen it is to bring the beleaguered brand back to life. "We want to build on the success we have had to date reminding people of what makes it so special".
The cherry and lime flavors will only be available on Amazon.