Diet Coke entered a new era in 2018 by debuting a modern new look, sleek new packaging, four bold new flavors and new marketing – with the goal of reenergizing and contemporizing the beloved brand for new drinkers and loyal fans alike.
And in 2019, America’s top-selling zero-calorie sparkling beverage is picking up where it left off with the introduction of two more flavors – Blueberry Acai and Strawberry Guava – and releasing new content as part of the “Because I Can” campaign.
The restage helped spark a 2018 turnaround for the brand, which posted retail dollar sales growth in Nielsen measured channels for four consecutive quarters after at least five years of decline.
“We focused on modernizing Diet Coke to appeal to a new consumer base while at the same time connecting with our core drinkers by preserving the essence of what makes this brand so special,” said Rafael Acevedo, group director, Diet Coke. “We took smart risks in our approach to this holistic brand restage, and everything worked together to generate excitement and draw new fans to the brand.”
Diet Coke Blueberry Acai and Diet Coke Strawberry Guava were selected from a shortlist of 20 options and tested with more than 2,000 Americans. The new flavors will offer even more variety to the existing Diet Coke lineup, which also includes Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. They aim to satisfy adventurous fans’ thirst for bolder tastes and more dynamic experiences.
“These new flavors are highly incremental to our current flavors and will continue to drive excitement for the brand,” Acevedo said. “Flavor variety is key because it provides more points of entry into the brand. Different consumers have different favorites, so it’s important to offer a range. And we’re finding that when new drinkers try a flavor, they’re also more likely to reach for (original) Diet Coke.”
Both flavors, which hit stores nationwide in mid-January, are available in sleek 12-oz. cans and sold as on-the-go singles and in eight packs. A nationwide sampling activation will give people the chance to experience the new flavors through August. The six-month tour will hit 15 cities and more than 100 college campuses runs through August and. Learn more at DietCoke.com.
Fresh new marketing will launch in the coming weeks across all channels – from TV, to social, to experiential – and will extend the “Because I Can” invitation for fans to live life confidently and on their own terms.
“Last year’s campaign introduced Diet Coke’s new personality and philosophy,” said Tara Mathew Sahu, integrated marketing communications (IMC) director, Diet Coke. “As we enter year two, we aim to show how the brand delivers a refreshing boost to everyday moments.
She added, “Many of our newer fans were not even born when Diet Coke first launched in 1982, so they may see the brand as a choice of generations before them. We’re reframing the brand in a youthful, energetic and aspirational tone and showing how Diet Coke can fit into their lives.”
Acevedo said that while he’s encouraged by the brand’s rebound over the last year, the team has its eye on the long term.
“You don’t restage a brand the size of Diet Coke in one quarter or one year,” he added. “This is a multi-year plan, so it’s important to stay focused on our core strategy.”
Source: Nielsen AMC, Full-Year 2018
Digital publisher Quartz taps African Development Bank Vice President Dr. Jennifer Blanke as a “Quartz Pro” Contributor
Quartz Pros are featured in Quartz’s recently launched app aimed at civil discussion by smart people about the news
ABIDJAN, Ivory Coast, February 19, 2019/ — Quartz (www.QZ.com), the digital journalism platform focusing on the global economy, has selected African Development Bank (www.AfDB.org) Vice President Dr. Jennifer Blanke as a “Quartz Pro” contributor. Quartz Pros are featured in Quartz’s recently launched app aimed at civil discussion by smart people about the news.
Blanke, an economist responsible for the Bank’s Agriculture, Human and Social Development portfolio, joins a group of recognized global leaders commenting at Quartz, including: entrepreneur Richard Branson; Dr. Sue Desmond-Hellman, CEO of the Bill and Melinda Gates Foundation; Dr. Dambisa Moyo, global economist and author; World Bank CEO Kristalina Georgieva; Roxanne Taylor, former chief marketing and communications officer at Accenture; and David Miliband, President and CEO of the International Rescue Committee.
“Quartz Pros are achievers, thought leaders, and executives, who offer valuable insight into the biggest news of the day, by commenting on stories in the Quartz App. Given Dr. Blanke’s extensive experience in global economics as well as her expertise in development in Africa, Jennifer was a natural choice to expand the depth and breadth of our Quartz Pro voices,” said Ian Myers, General Manager of Platform at Quartz.
The Quartz Pros are a community of hand-picked, high-profile commenters whose contributions are highlighted in the app. Quartz coverage of the global economy is organized around core topics and questions of importance to business professionals.
“I’m thrilled to be part of the global conversation about news and events via the Quartz app,” said Vice President Blanke. “Quartz journalists are covering stories and reporting on solutions to Africa’s development challenges, often in areas where other digital platforms don’t have a presence. I look forward to further engagement with Quartz readers.”
Quartz platforms reach over 100 million people worldwide, with its websites attracting 22 million visits per month. Quartz users are C-suite executives, up-and-coming business leaders, and the next wave of mobile-native strategists and innovators. Seventy-two percent of Quartz’s audience access content via mobile phone.
Distributed by APO Group on behalf of African Development Bank Group (AfDB).
Nestle Nigeria changes water logo
From left: Corporate Communications and Public Affairs Manager, Nestle Nigeria Plc., Victoria Uwadoka, Marketing Manager, Nestle Nigeria Plc., Gloria Nwabuike; Factory Manager, Nestle Nigeria Plc., Ayeokere Ayodele; Chief Executive Officer, RMS Ventures Ltd., Renke Ajlara; Executive Officer, Assuab Ventures Ltd., Kefh Usman; and the Branch Manager North, Nestle Nigeria Plc., Isaac Ipinmoroti, during the re-launch of Nestle Pure Life Water in Abuja on Tuesday (30/1/19).NAN
Nestle Nigeria Plc has re-branded the logo of Nestle Pure Life, its water brand, as it strives towards ensuring quality of its water and a healthy environment for Nigerians.
The re-branding which took place on Wednesday at the company’s factory in Abaji, Federal Capital Territory (FCT), had Nestle Nigeria distributors and other Nigerians in attendance.
Victoria Uwadoka, Corporate Communications and Public Affairs Manager, Nestle Nigeria Plc, said the unveiling was an expression of their commitment to their consumers.
“Today we are unveiling the new brand identity for Nestle Pure Life, a water brand of Nestle Nigeria which comes in two types – the Nestle Pure Life and the Nestle Pure Life-Protect which is fortified with zinc.
“The quality remains the same; we have not compromised on quality or changed the quality in any way.
“What we have changed is the brand identity and that is why it’s coming with our brand purpose which is championing pure water for healthier generations.
“You will also notice that the new label has a new transparent planet logo, and that demonstrates our commitment to the environment and quality of water.
“It also shows how transparent we are with our quality. Our product goes through about 13 quality control processes, so, we are committed to ensuring that it is pure water indeed,’’ Uwadoka said.
According to Uwadoka, the new logo represents the expression of the company’s commitment to its consumers that it is committed to the planet, maintaining quality, and staying transparent as well as opening doors of communications to the public.
These, she said, were part of Nestle global commitment to have healthier environment by 2030.
“We also focus on the environment and when you look at our bottles, you see that they are lighter than others we have in the market and we try as much as possible to reduce the quantity of plastic we use.
“We make sure that every waste product of the post-packaging are collected and transformed into other uses.
“What we are doing today is unveiling that new identity which is not just in the packaging but in our new commitment and new purpose for the environment.
Mrs Gloria Nwabuike, Marketing Manager Nestle Waters said the new logo represented purity of Nestle Nigeria Pure Life waters.
Nwabuike said the re-branding of the logo was not necessitated by any act of counterfeiting in the market, but to champion pure quality water for healthier generation.
“If you look at the new logo that we have, you see that it’s a blue planet which shows our commitment to the environment as regards plastic, and we want to be in the forefront of promoting that.
“So, our purpose today is to promote healthy hydration for the young ones and for families to guarantee a healthier future for our children and the environment.’’
She, however, said the company would not overlook the activities of imitators who may want to fake its products.
Shoprite’s profit flag creates ‘perfect storm’
Shoprite’s shares yesterday tumbled to their worst in nearly 20 years on the JSE, dragging food retail stocks and the All Share Index down. Photo: Oupa Mokoena/African News Agency (ANA)
DURBAN – Shoprite’s shares yesterday tumbled to their worst in nearly 20 years on the JSE, dragging food retail stocks and the All Share Index down after Africa’s biggest grocer flagged that its profits during the six months to end December could fall by as much as 26 percent.
The news, which came after the JSE stopped trading late on Tuesday, sent the market into a tailspin yesterday. Ron Klipin, a senior analyst at Cratos Capital, said the weak trading update took the market by surprise and the statement became a perfect storm encompassing factors such as food deflation affecting 10 719 items in basic foods.
Shoprite fell 15 percent, the worst since July 1999 as the group blamed low food inflation and a drop in currency earnings for the subdued outlook. It also said lower gross margins, stock shortages and weak trading conditions hammered its performance, driving its stock to R151.53 a share in morning trade. It closed 14.21 percent lower at R153.13.
The rout extended to Pick n Pay, which fell 3.07 percent to R68.50, Woolworths, which slid 3.35 percent to R49.27 and the Spar Group, which eased 2.82 percent to R195.11. The all share ended down 0.47percent, while the retailers general index shed 2.63 percent.
Jordan Weir, a trader at Citadel, said the negative sentiment was directly related to Tuesday’s notice to shareholders that the company faced headwinds during the period.
“According to the SENS announcement, the main reasons for the sharp decline in the company’s profits included the use of new financial reporting standards, which may have had a negative impact on the final presentation of its underlying numbers,” Weir said. The firm also fell on cost and depreciation increases, as well as weak turnover numbers and lost sales resulting from the implementation of a new IT system, which had negatively impacted the flow of supply, he said.
“All in all, the decline in the group’s profits demonstrates again that the South African consumer has remained under extreme financial pressure in a challenging economy, and that the consumer is thinking twice before spending unnecessary money is becoming the norm,” Weir said.
Klipin said food deflation had hurt trading margins as the group had a large share in the lower LSM markets, while currency fluctuations in the continent and hyper-inflation in Angola weighed on the results. “These factors were beyond the control of the group, which is a large player in the African food market, and is not necessarily a recurring item.
“The other side of the coin was factors such as strikes, IT challenges and the new logistics operation in Gauteng,” Klipin said. However, he said the year ahead should result in many of the problems facing Shoprite, with its strong brand, being overcome. “The likelihood of food inflation later this year should also help turn their fortunes around,” Klipin said.
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