Fashion-Forward Can Keeps Diet Coke Fresh

Fashion can veer between the playful and the sophisticated. And that is precisely what a new limited edition Diet Coke can, reportedly slated for release in September, looks like.

According to a news item in Adweek, the new limited-edition soda can features the same slim-feeling silvery aluminum background with a beautiful bold new play on typography. A giant D rests upon the K, wrapping horizontally around the can with the full name discretely tucked into a letter, according to images posted on the magazine's website. The new design is part of a promotional partnership with StyleCaster.com, a fashion and design website, the story said.

Diet Coke has unveiled several other special editions this year, including fashion-forward designs from Karl Lagerfeld in Europe and heart-themed cans, in coordination with Heidi Klum, to promote heart health and awareness.

Limited Editions Boost Brand Loyalty

Even for a brand with market strength like Diet Coke -- second only to big brother, Coca-Cola Classic for North American brand market share in 2010, according to Beverage Digest -- limited editions can help refresh the image and experience of the brand.

Getting buzz, driving revenue and staying relevant are some of the reasons big brands like Coca-Cola might roll out limited editions, says branding expert David L. Rogers, who is the author of The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.

"The value of a limited edition is that it allows a legacy and long-established brand to do something a little different and stay fresh and interesting to the audience," he says. "On one hand, traditional branding tells us that there is equity and value in consistency. For example, if Hershey's were to change its classic bar every few years, [which] is so iconic and well known, [the brand] might hurt [itself] by fiddling."

"On the other hand, we live in a fast-changing world and everything is accelerated by digital media," Rogers says. "Customers always want something new and interesting [from] the brands they care about. How do they strike a balance between consistency and fresh?"

Will the nearly 1.2 million Facebook fans of Diet Coke agree? We'll have to wait until September to find out.

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Rodger

The latest trend is Coca Cola, made with real sugar and contained in 12 ounce glass bottles. It is available at Home Depot. Guess where it is made? MEXICO ! Another American Icon bites the dust. Get it while you can, at only a $1.49 a bottle.

August 18 2011 at 12:54 PM Report abuse rate up rate down Reply
r3lyt140

Rogers says, "
[Diet] [Coke] [is] [good][.]"

....were any of the quoted words his?

August 17 2011 at 2:57 PM Report abuse rate up rate down Reply
beverlyamy1

change the can,raise the price!

August 17 2011 at 12:05 PM Report abuse rate up rate down Reply
Amos Doyle

And tell me---why the hell we should care? High fructose corn syrup and aspertame are poisons. Nobody should drink this stuff!

August 17 2011 at 11:38 AM Report abuse -1 rate up rate down Reply
1 reply to Amos Doyle's comment
accsport

I was going to post that but you got . That stuff is toxic and so many people blindly pour it down and then wonder why they have acquired some strange illness in their lives or mysteriously become diabetic out of no where.

August 17 2011 at 12:24 PM Report abuse rate up rate down Reply
Dwight

Try to improve taste please, i really don't care the stupid can or bottle looks like. Stop listening to those overpaid consultants you have..work on taste that sells, this is not brain surgery.

August 17 2011 at 11:30 AM Report abuse rate up rate down Reply
Marvin

Hey Coca Cola, you didn't learn from your classic coke fiasco? If it ain't broke, don't fix it!!

August 17 2011 at 11:05 AM Report abuse rate up rate down Reply
rtgarton

How really gives a ----

August 17 2011 at 10:44 AM Report abuse rate up rate down Reply
autoloan44

They did improve the tast of Diet Coke.......................It's called Coke Cola

August 17 2011 at 10:09 AM Report abuse rate up rate down Reply
myrickcolumbia2

Diet Coke controls the market with little if a.ny after taste Diet Pepsi offers only carmel color drink

August 17 2011 at 9:32 AM Report abuse rate up rate down Reply
Hi,Duk!

(Is there anyone that can't figure out what "S.O.S.,D.C." means?)

August 17 2011 at 7:16 AM Report abuse rate up rate down Reply
1 reply to Hi,Duk!'s comment
Melanie

Same Old S***, Different Can.

August 17 2011 at 10:35 AM Report abuse rate up rate down Reply