In Nielsen figures cited by Cowen & Co analyst Vivien Azer last week, diet CSDs were down 4% in volumes for the 12 weeks to 30 December, outpacing overall CSD falls. It racked up an extra £39.3m of value sales past year, single-handedly pushing the Coca-Cola brand up 2.5% to £1,133.5m [Nielsen 52 w/e 9 September].
What is interesting about the declines is that they persevere despite overall trends for health and wellness in the USA market.
LaCroix is a popular drink that's swept the nation over the past few months.
Enter Coca-Cola's overhauled diet range.
Diet Coke will also continue to be offered in its existing package sizes, including standard 12-oz cans, mini cans, and glass and plastic bottles. Indexiq Advsr Ltd Limited Liability Company reported 0.04% of its portfolio in Coca-Cola Bottling Co.
Diet Coke is kicking off the new year with a different, more millennial-friendly look.
"We love the essence of Diet Coke and we don't want to throw it away - just modernize it so we can re-express it for a new generation of fans", Acevedo said in a statement.
There are other likely reasons for the revamp. Ultimately, Diet Coke landed on four flavors that received the most positive consumer responses.
Nicolas Coster stars as Mr Hadley and heads up the first of a series of uplifting ads from the "First Taste" campaign, urging people to give Coca-Cola Zero Sugar a try.
According to the report, the value for soft drink companies has been on the rise despite the drop-in sales for diet sodas as the companies have tailored their products to meet consumer needs for attractively packaged smaller, healthier portions. A refreshed visual identity, meanwhile, lives up to Diet Coke's new flavors and packaging.
Has Coca-Cola back-flipped on its "one brand" strategy? If you are reading this article on another publication, it was copied illegally and reposted in violation of USA and worldwide copyright laws.
According to a company-generated story on Coca-Cola Journey, the company got the opinions of 10,000 Diet Coke drinkers across the nation in order to help develop the winning flavors.
Almost a year ago Coca-Cola revealed a new "one brand" marketing approach to counteract the brand's diluted presence on shelf.
Whether this will happen in other markets is not yet clear. "Other markets around the world are exploring future plans for the brand, or have already adopted "One Brand" packaging for Diet Coke within the Coca-Cola trademark", it said this week.
In spite of these new changes, Coca-Cola says that the recipe for its classic Diet Coke has not been reformulated.