If you haven’t already heard, The Coca-Cola Company launched several new versions of Diet Coke specifically targeting millennial consumers. These new cans are silver with a stripe of color representing different flavors. The “new” Diet Coke comes in 4 new flavors – Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry, in addition to the regular Diet Coke. From a packaging perspective, they look almost identical to Red Bull’s cans, longer and narrower than a traditional pop can.

In a recent interview with CNN, Rafael Acevedo, the group director for Diet Coke in North America, explained the addition of new flavors for this popular soft drink, “millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side. We’re making the brand more relatable and more authentic.”

So that is Coke’s take on the origins and motivation of the new products, Let’s take a look at what millennials think of this revamped soft-drink targeting them.

This video absolutely makes me cringe. Obviously, Coke won’t show someone reacting negatively to the new Diet Coke flavors. I’m curious to know how the new flavors taste. Diet Coke and mango? Interesting.

Last week, during my weekly grocery shopping trip, I stumbled upon this end cap located between the alcohol (wine) and beverage section at a local Akron area grocer.

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The location in the store is very strategic if you keep in mind who the new Diet Coke flavors are targeting. According to The Black Label, “A recent study by the Wine Market Council proved just how much millennials are loving wine right now. Millennials drank more than 159 million cases of wine in 2016 — that’s 42 percent of all the wine consumed in the U.S. last year and 10 percent above what it was two years ago.”

So how is Coca-Cola is advertising these new Diet Coke flavors to this targeted group of consumers?

This spot has ”millennial” written all over it, just like the rest of the videos below. The “because I can” line isn’t bad, but what the heck is a yurt? We will see that these commercial will progressively get worse in the following videos, especially the Super Bowl commercial from last week.

Really? Do Coca-Cola and the rest of the world think millennials are aliens or some sort of weird creatures? This was not only disturbing but extremely awkward to watch. Her cringe-worthy dancing does not make me want to try, buy, or even drink any of the new Diet Coke flavors.

This version emulates the original spot. Once again, it’s heavy on the millennial buzzwords and catch-phrases. They are trying way too hard and should probably tone it down.

I have no words for this one. It’s a “zesty” ad. This is the worst video of them all, I don’t see the thought process behind this. I’m surprised oranges weren’t falling from the sky.

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Okay, this one was pretty funny. Not “LOL” funny, but better than the other “flavored” videos above. You can clearly tell he’s a millennial, and they paint that picture pretty well.

Coca-Cola’s millennials sure seem to love the new Diet Coke flavors, but how about the rest of the universe that drinks Diet Coke? It might be too early to tell, but I have a hunch this is only the beginning of a new trend.

We might have to find out the truth for ourselves. Stay tuned.

By: Alex Siminoff @alexsiminoff