Coca Cola completely redesigns Diet Coke cans to be ‘gender neutral’ – so what do you think?
The soft drink giant hopes to attract the male and non-binary markets and aims to move away from their traditional focus on women
COCA Cola's new can design and ad campaign aims to make Diet Coke more 'gender neutral'.
The soft drink giant is targeting men and people who are non-binary – meaning they do not exclusively identify as masculine or feminine - instead of its more traditional focus on women.
Diet Coke's Exotic Mango and Feisty Cherry flavours and a taller, thinner can will hit UK shelves this month - along with a £10 million ad campaign.
Top Coke exec Rafael Acevedo, said: “Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach.
“We’re making the brand more relatable and more authentic.
“And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.”
He also told AdWeek that the intention is for the brand to be more 'gender-neutral' and move away from its usual marketing efforts aimed at women.
During the Superbowl Coke won praise from LGBTQ campaigners for broadcasting an ad that used gender neutral pronouns used by people who are non-binary, also known as gender-queer.
In the advert different voices say: “There’s a Coke for he... and she... and her... and me... and them.
“There's a different Coke for all of us.”
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Diet Coke, known as Coca-Cola light in most international markets, is sold in more than 110 countries around the world.
In America and Canada the company has released four new flavours - Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango.
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