Diet Coke, which has been in a sales slump for several recent quarters, is hoping adding some pizzazz to its packaging can help the brand regain some of its footing.
The brand has teamed up with computer giant HP to create the “It’s Mine” program, which puts an explosion of colors, geometric designs and graphics on millions of Diet Coke cans and bottles, the Atlanta company said Wednesday.
The new designs will hit stores Feb. 1. HP’s software will create millions of different versions based on themes such as bubbles, taste and the spirit of Diet Coke. The limited-time promotion will run for about two months while supplies last.
There’s a lot riding on the success of the promotion. Diet Coke volume in North America — Coke’s biggest region — fell 9.5 percent in the third quarter of 2015. Coke CEO Muhtar Kent has said the company hopes to stem the brand’s rate of decline with improved advertising and by addressing misconceptions Coke says consumers have about healthiness.
Coke spokeswoman Abby Todd said the colored bottles are a reflection of the love Diet Coke fans have for the brand. And for the first time, Diet Coke will come in a 12-ounce contour bottle as part of the promotion.
“Diet Coke fans are really hardcore and transforming the cans celebrates their unique love for the brand,” Todd said.