ATLANTA - Diet Coke cans are getting a new look. Starting September 1, the brand will bring back last fall€™s limited-edition can design that featured an oversized "D" and "K," Advertising Age reports. The bottle design for Diet Coke will not change.
The redesign €" the first in five years €" echoes the brand€™s new fashion industry emphasis. For example, in the fall, a t-shirt with the new cropped logo designed by an art student will be for sale at Target.
Diet Coke has begun to step up its marketing in the fall, instead of its usual first quarter push. Two years ago, Diet Coke edged past Pepsi to snag the number-two soda spot in the United States. Since that time, Diet Coke has ramped up marketing efforts from June to December. Coke has also tested plant-bottles with its Diet Coke line.
In August and September 2010, Coca-Cola piloted Diet Coke€™s cropped logo at length. A Target test run found volume growth shot up for those products. "It wasn't an accidental design or something that we just happened on," said Katie Bayne, Coca-Cola€™s president for sparkling beverages, two years ago.
Despite its success with Diet Coke, Coca-Cola has been searching for low-calorie and zero calorie alternatives.