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Coca-Cola says millennials are decimating sales of Diet Coke — and now it's going to war (KO)

Coca-Cola is depending on millennials who don't drink Diet Coke to turn around the struggling soda brand.

  • The beverage giant
  • Diet Coke has struggled to grow sales in recent years, due in part to evolving health trends.

Coca-Cola is depending on millennials who don't drink Diet Coke to turn around the struggling soda brand.

On Friday, Coca-Cola reported that the company has been encouraged by responses to its Diet Coke revamp — though CEO James Quincey said that the company isn't "completely satisfied" by early results.

In January, the company rolled out new flavors, packaging, and advertising for the struggling brand.

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"One of our points of dissatisfaction in 2017 was we were not about to turn around Diet Coke," Coca-Cola CEO James Quincey said in a call with investors on Friday.

Quincey said that the company hopes to find a path forward for Diet Coke in 2017, and "at the very least stop declining" sales. The new flavors and packaging, Quincey said, are a step in the right direction — but they may not be enough to actually increase Diet Coke sales.

T minus 12 hours till my ne... @ girlwithnojob

Despite being a zero-calorie drink, Diet Coke has struggled to win over many health-conscious shoppers.

Americans are increasingly cutting sugar out of their diets, meaning that they're drinking less of sugary sodas. But shoppers remain suspicious of Diet Coke's use of artificial ingredients. Since 2005, diet soda sales have dropped a whopping 34%.

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