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
General Electric appoints Eric Amoussouga as GE Francophone Africa CEO
Eric is also Sales Director for GE’s Grid Solutions Business across Sub-Saharan Africa
ABIDJAN, Ivory Coast, April, 2019 — General Electric (GE) has announced the appointment of Eric Amoussouga as the Chief Executive Officer for Francophone Africa. In this position, Eric will play a pivotal role in steering the next phase of strategy and growth for GE in Francophone African markets.
Based in Abidjan, Eric will lead the development of diverse programs with public and private sector projects and partnerships across Francophone Africa.
Commenting on the appointment, Farid Fezoua, President and CEO, GE Africa, reiterated GE’s commitment to work together with government and private sector order to develop public private partnerships and sustainable outcome-based solutions.
“We are optimistic about Francophone Africa and the opportunities to develop breakthrough solutions in power, healthcare, aviation and renewable energy. We believe that the appointment of Eric is a further step in making our vision a reality. We are also glad to bring on board someone with the experience and passion required to drive our growth in this region,” he said.
Eric brings onboard 19 years of experience in the energy sector with the major players like AREVA, ALSTOM and GE and has strong expertise in energy business development and sales strategy especially in West and Central Africa.
“I am very excited to be leading GE’s regional growth in Francophone Africa and driving innovative initiatives to support the needs of GE stakeholders within the region.” Eric Amoussouga said.
Partnership with Governments and local companies form a very important part of GE’s growth in Francophone Africa and across the continent. Through these collaborations, GE has made significant investments to develop infrastructure projects, including sustainable energy solutions, provide efficient and reliable transportation as well as improve access to quality healthcare.
SVREICO Hosts Faisal Islamic Bank of Egypt new office in Smart Village
Cairo, Egypt, 17 March 2019 – Smart Village Real Estate Investment Company “SVREICO” announced that Faisal Islamic Bank of Egypt has bought a new office in Smart Village for EGP 16 million with an area of 300sqm, which is expected to be delivered to them this month.
The new office of Faisal Islamic Bank is set to be in Building B143, which is one of SVREICO’s integrated business complexes in Smart Village that includes eight buildings so far. Located in the heart of Cairo’s Smart Village, at walking distance from Multinational Headquarters and Egypt’s top companies, SVREICO targets small and medium enterprises, multinational and local corporations by offering offices that start from 70 square meters up to 1000 square meters.
Hisham El Far, CEO of SVREICO, expressed his happiness with the confidence of companies, banks and all customers who chose SVREICO as a privileged place to embrace their business. He added “We have sold more than 100 offices, which reflects the confidence of Egypt’s biggest companies in the services we offer within our projects”. It’s worth mentioning that Faisal Bank’s CIO, Dr. Ismail El Mallawany, came to SVREICo’s premises and signed the contract with Mr Hisham El Far SVREICO’s CEO. The office is due to start operating by the end of this year.
The Smart Village combines industry players and business entities into one place, creating a conducive environment for any growing company. So SVREICO was keen to build up its integrated complexes in Smart Village, providing them with the latest technological and security means.
Smart Village Real Estate Investment Company “SVREICO”, is a joint stock company established in 2007 with shareholders RECAP, Egyptian Export Development Bank, Ahly United Bank and Misr Bank. SVREICO is a subsidiary of Naeem Holding Company, a real estate private equity firm which primarily focus on investing in high-end real estate facilities. The company core business is to develop institutional facilities in Smart Village that can cater corporate and prominent operators. SVREICO has also built and developed 6 complete integrated office buildings and are now rented to various reputable organizations in Smart Village.
– EGYPT TODAY
Sahar Nasr honoured in bt100 awards ceremony
Investment and International Cooperation Minister Sahar Nasr honoured in bt100 awards ceremony. March 4, 2019.
CAIRO – 5 March 2019: H.E Dr. Sahar Nasr, Minister of Investment and International Cooperation, honoured in bt 100 ceremony in recognition for her leadership and impact on the growth of the Egyptian economy.
Egypt’s leading economics magazine Business Today held on Monday an award ceremony “BT100” to honor top influential figures and companies positively impacting the Egyptian economy.
BT100 is a tribute to the leaders of the governmental and private sectors, and corporate for their important and effective role in improving the Egyptian economy. The ceremony aims at encouraging other companies to improve their performance, and develop their marketing methods and their selling skills.
The ceremony is organized by Business Today, in cooperation with Youm7 and POD, which is one of the strong publications from the Egyptian Media Group, and the biggest business magazine in Egypt.
This year, Business Today is also celebrating its 25th year in Egypt.
– EGYPT TODAY
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