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Tuesday, 19 June 2007 |
Big Red is refreshing one of its refreshments. The No. 1 red soft drink has announced new packaging and a reformulation for its sugar-free option, Diet Big Red. The changes reflect the industry's movement toward making diet versions closer to the original.
The new design, which will hit the Texas market this summer, is the company's first packaging update since 1987. Marketing coordinator Annette Dalla explains the barbershop pinstripes background on Diet Big Red was too dated.
"In 2007, simplicity and design is what consumers looking for. We needed something more modern," Dalla said.
While the Big Red Logo did not change, the blue striped background was changed into a blue fade. The “Diet” has moved away from the Big Red logo and placed above it to draw the reader straight into the words sugar free, calorie free.
"With drinks like Coke Zero, the industry is straying away from how it was in the 1970s where diet drinks were products far from the original. We are trying to align with other diets out there and emphasize this is a sugar free product that tastes like the original," Dalla said.
Diet Big Red's flavor has been altered to more closely match the flavor of Big Red. The new formula contains an enhanced flavor and a sweetener blend of sucralose and Ace-K. Previously, only sucralose was used.
As diet soft drinks become more popular on the market, Big Red hopes to appeal not only to new consumers, but also their core users looking to cut back on sugar or sodium. |
