USA | Cherry, make way for lime.
Diet Coke has continued its string of limited-time-only (LTO) flavour innovations with yet another beloved throwback offering that’s sure to appeal to brand loyalists and curious taste-seekers alike.
Back by popular demand, Retro Diet Coke Lime has returned to shelves with a delicious combination of the crisp, zero-sugar refreshment of Diet Coke and zesty citrus flavour. Fans of the beverage, which was initially in market from 2004 to 2018, have been clamouring for a comeback.
Like Retro Diet Cherry Coke, which just wrapped up a limited run exclusively at Kroger stores, Retro Diet Coke Lime will sport nostalgic packaging that offers a creative nod to its past. The product will be offered in 12-packs of 12-oz. cans and single 20-oz. cans. PET bottles across grocery, convenience and mass retail channels, as well as select online platforms.
“We spend a lot of time listening to what our consumers are saying online,” said Ryan Watson, brand director, Diet Coke North America.
“People have been signing petitions and DM-ing us asking for flavours from the past, including cherry and lime. We take all of that into account before doing extensive qualitative research and testing to determine our next offerings.”
The design team used a vintage Diet Coke Cherry can as inspiration, paying homage to the original look while catching the collective eye of younger, novelty-seeking shoppers. The instantly recognisable and collectable Retro Diet Coke Lime design pairs neon lime graphics with classic Diet Coke branding.
Retro Diet Coke Lime will be available through the end of the year. The product will feature in Diet Coke’s “This is My Taste” campaign, which celebrates the unique ways fans enjoy their favourite beverage during break time.
“From cherry and lime to pickle juice and jalapenos, consumers are making Diet Coke their own in ways that express how they show up in the world each day. Through ‘This is My Taste’, we celebrate their creativity and romance the Diet Coke break ritual.”
Looking ahead, Watson said the brand will continue to use consumer insights to drive its innovation agenda in culturally and seasonally relevant ways.
“Bringing in new drinkers requires us to deliver in unique, only-Diet-Coke-can-do ways. Flavours are extensions of our brand ethos that do well both at retail and through our Coca‑Cola Freestyle platform in foodservice, so we continue to find ways to make them accessible.”
