NEW YORK Diet Coke with Lime hits store shelves this week with a radio, print and out-of-home launch campaign supporting the product, the company said.
The Atlanta beverage company is also sending out teams dressed in black tie to give away product samples in New York and Miami this week and in Park City, Utah, during next week's Sundance Film Festival.
In a statement, Ed Klein, vice president of Diet Coke North America, said, "Consumer research indicated a preference for lime as the next Diet Coke flavor, as it's a flavor combination many people already are enjoying."
In addition, Delta Air Lines served the new soft drink on its low-fare Song flights this week as well as in Delta Crown Room Clubs at Atlanta's Hartsfield-Jackson International Airport.
The Atlanta office of Grey Worldwide is handling the estimated $10 million yearlong ad campaign, sources said. A Coke representative declined to comment on media spending.