Diet Coke Adds Color To Boost Sagging Sales

Beginning Feb. 1, Diet Coke fans can sip their drink from vibrantly colored “designer” bottles, according the press release from Coca-Cola.  I’m guessing this fun fashion statement is an attempt to boost sagging sales. Although Diet Coke is still America’s top-selling soda, sales have declined over the past few years.

Diet Coke’s IT’s MINE campaign will feature millions of unique package designs, so that no two are the same.

Diet Coke partnered with HP Inc. to leverage their innovative HP Indigo digital printing technology as part of design development and bottle production. First, Diet Coke created 36 “base” designs inspired by the bubbles, fizz, taste and spirit of Diet Coke. Then, through HP’s software, the base designs were used to automatically create millions of entirely new graphics.

Although the snazzy bottle designs adds some excitement, it won’t change what’s in the bottle — Diet Coke. If you’re a Diet Coke fan, it’s a bonus. But while many Americans are avoiding sugary sodas due to health issues, concerns over artificial sweeteners have also damped enthusiasm for diet soda as well. In fact, an industry publication, Beverage Marketing has predicted that bottled water consumption could surpass that of soda.

According to a Wall Street Journal article last year, American soda consumption has declined for the past ten years. Regular Coke is still in the top spot, with regular Pepsi in at number two. From 2010-2013, Diet Coke climbed to number two, but regular Pepsi took back second place in 2014.

To many people, it’s an oddity that people will pay money for water, which they could get out of the tap. Indeed, when the economy tanked in 2008, sales of bottled water dropped. But now, bottled water sales are on the upswing. Soda is also getting a lot of sipping competition from protein drinks, energy drinks, sports drinks, flavored coffees and teas, smoothies, and fruit/veggie juice blends.