Publication: Advertising Age

Can Diet Coke’s New Skinny, Rainbow-Colored Cans Attract the Millennials It Covets?

by
January 11, 2018

A reboot 2 years in the making

Thirty-five years after making a splash with the introduction of Diet Coke, the Coca-Cola company announced that the marquee product is getting a “full brand restage.” Starting next month, consumers who pass by the beverage case will see Diet Coke in new product dress: A skinny silver can sporting a bold center stripe whose colors correspond to four new flavors.

According to a company statement, the new look and taste are aimed at “re-energizing and modernizing Diet Coke for a new generation of drinkers.”

The most noticeable part of the rebranding will be the package design, which Coke developed with a creative assist from U.K.-based shop Kenyon Weston. Though the new cans contain 12 fluid ounces just like their older counterparts, they sport a slender profile that’s more evocative of Red Bull or Starbucks Refreshers than mom’s standby diet soft drink. (Diet Coke’s original packaging will not be discontinued; the new cans will instead be offered as an option in the existing lineup.)

While slender cans may function as a kind of subliminal cue to the low-calorie beverage inside, Cola-Cola North America’s group director for Diet Coke Rafael Acevedo told Adweek that his […]

Continue Reading

What Generation Gap? How Marketers Can Connect With an Increasingly Converging Target Demographic

June 3, 2010

By Gregg Lipman:

Rebellion is as American as baseball and apple pie. Rebelling against your parents, even more so. But, standing in the middle of my local Best Buy recently, I saw something I hardly would have considered possible just 20 years ago: parents and children buying video games together. Discussing strategy, cheat codes and in one particular case, which games would be the most fun for their entire family. Video games? Family video-game night? Video games used to be the exclusive dominion of teenagers. They ruled that world with an iron (yet wildly oversensitive) fist. Rated E for Everyone? Everyone?

So, is this entente, this seemingly cordial intersection of parent/child in the gaming world, a natural “technological convergence” phenomenon, a Trojan horse strategy? Or have brands looked the future right in the eyes and decided it will be run by Generation E, Generation Everyone? Will the idea of a “generation gap” eventually atrophy into obsolescence?

We see this not only in the video-game world, but also in other brands: moms and daughters with matching Ugg boots, Juicy Couture sweatsuits, Abercrombie hoodies and Coach handbags. Fathers and sons comparing fantasy football rankings on matching iPhones or killing precious productivity hours […]

Continue Reading

Forget the Future; Let’s Talk About Now

July 22, 2009

By Gregg Lipman:

Implementing a Sustainability Strategy for Tomorrow Doesn’t Work With Human Nature.

Sustainability, while not quite the hot topic it was a few years ago, nevertheless continues to be a topic of reasonable warmth today. Priuses are still flying out of showrooms, reusable bags are a fashion statement, and the Obama administration has made renewable energy and conservation fundamentals anchors of its sweeping reorganization of the country. Heck, there’s even been a resurgence in composting (for those who are so agriculturally inclined).

But the question remains: Is sustainability sustainable? Has it been effective? Has it engendered lasting behavioral changes? And, more worrisome, is it starting to fall on deaf ears?

The answer is not especially clear and, thus, not entirely encouraging. We all remember the tremendous efforts undertaken more than a decade ago by the world’s leading food companies to begin to educate consumers about the very real dangers of obesity, the virtues of portion control and low-calorie eating.

But regrettably, and in an extremely damning indictment of those efforts, the U.S. for roughly the 23rd consecutive year (from 1985 to 2007, according to data collected by the CDC’s Behavioral Risk Factor Surveillance System) has seen a swift […]

Continue Reading