Diet Coke Is Desperately Trying to Be the Next LaCroix

Diet Coke, the fizzy brown elixir that powers Donald Trump’s daily escapades in the White House, has completely rebranded itself for the Instagram generation. The soda now has a new svelte little 12-ounce can, plus a few extra members of its soda squad: Ginger Lime, Twisted Mango, Feisty Cherry, and Zesty Blood Orange. LaCroix better watch its back, because a new gang of fruity no-calorie beverages just rolled into town and they’re ready to tussle.

Coca-Cola claims that it decided to rebrand “after speaking to more than 10,000 people,” and taking a few years to test out “different flavor combinations” until hitting upon these four new varieties of the soda. Diet Coke group rep Rafael Acevedo is not afraid to use the M-word when describing the company’s motives behind the switch-up. “Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Acevedo remarks. “We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences.”

The fruity new Diet Cokes will hit store shelves across the country later this month — and the old cans of O.G. DC will still be available, too — but only time will tell if these plucky new pops will succeed in enticing the ever-inscrutable millennial consumer.

• Diet Coke Relaunch [Official]
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