Diet Coke, more than just a beverage, has become a cultural emblem, deeply intertwined with notions of femininity, social signaling, and even philosophical concepts. Its journey from a drink to a meme reflects evolving perceptions of gender, consumerism, and authenticity in the modern world.
The Feminine Mystique of Diet Coke
Since its grand premiere in 1982 at Radio City Music Hall, accompanied by The Rockettes, Diet Coke has been inextricably linked to femininity. By 1983, it had already become the number one selling soda among women. A search for "Diet Coke" on Pinterest reveals a deluge of images associating the drink with traditionally feminine symbols: lipstick stains on cans, hands with red nail polish holding Diet Coke, purses overflowing with the beverage, and endorsements from celebrities like Taylor Swift, Lily Rose Depp, and Kate Moss. Diet Coke is often pictured alongside ribbons, on pink bedspreads, or next to a copy of Nabokov's "Lolita," further cementing its association with a specific aesthetic.
The author's personal anecdote of being served a Coke Zero instead of Diet Coke at a restaurant highlights this perceived gender divide. The experience was met with disdain, as if being offered Coke Zero was a personal affront. This reaction, though presented with humor, underscores the deeply ingrained cultural understanding that Diet Coke is "for girls," while Coke Zero is "for boys." This perception is not accidental; it is a direct result of the marketing strategies employed by Coca-Cola, which consciously play on and reinforce contemporary performances of femininity and masculinity.
Diet Coke vs. Coke Zero: A Gendered Performance
The contrast between Diet Coke and Coke Zero extends beyond mere taste preferences. It represents a broader cultural commentary on how masculinity and femininity are performed and perceived. While Coca-Cola, in its original form, represents something classic and unaltered, Diet Coke and Coke Zero both offer modified versions of the original.
Coke Zero, initially conceived as a sugar-free alternative that closely mimicked the taste of regular Coca-Cola, embodies a modern phenomenon of men performing masculinity in a way that is inherently "feminine" in nature. According to the author, this involves altering the flesh (in this case, the drink) while simultaneously denying its proximity to the feminine. This is exemplified by the 2017 name change to Coca-Cola Zero Sugar, a move intended to distance the product from Diet Coke's branding and align it more closely with the original Coca-Cola. The author finds the new name absurd, a sentiment likely shared by others who see it as an awkward attempt to rebrand.
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This performance of masculinity is likened to "Silver Lake boys" wearing Carhartt jackets to simulate the image of a blue-collar worker. Just as Coke Zero seeks to replicate Coca-Cola without acknowledging its similarities to Diet Coke, these individuals adopt a superficial form of masculinity without truly embodying it. In a culture where masculine worth is often defined by capital and feminine worth by appearance, this intentional and referential aesthetic male performance echoes the feminine nature of performance.
Diet Coke, on the other hand, embraces its synthetic nature. It is a "sleek and sexy bastardized version" of sugar, packaged in silver with a delicate cursive font. It represents an unabashed embrace of the artificial, a willingness to create and consume something that is not "real" but offers the illusion of pleasure without consequences.
Diet Coke as Simulacrum: The Illusion of Femininity
Drawing on Tiqqun's "Theory of the Young-Girl," the author argues that Diet Coke, like the Young-Girl, exists as an optical illusion. It embodies the idea of consumption without offering any real substance-no calories, no sugar, no nutrition. It is a simulacrum of feminine performance, a carefully curated image that is meticulously branded for consumption.
Beneath the beautiful exterior lies a "synthetically sweetened poison," slowly eating away at the flesh. This mirrors the author's perception of feminine performance, which, while also carefully curated and meticulously branded, can be a carcinogen that eats away at both the psyche and the flesh. The appeal of Diet Coke lies not only in its taste but also in its association with a specific image of femininity, evoking imagery of Kate Moss and Lana Del Rey. The consumer not only loves to drink Diet Coke but also loves to be consumed while consuming Diet Coke, embodying the image of pleasure with no calories, the idea of femininity with no body.
The Diet Coke and Mentos Eruption: An Explosive Meme
The Diet Coke meme extends beyond its association with femininity and cultural commentary. The Diet Coke and Mentos experiment, which involves dropping Mentos candies into a bottle of Diet Coke to create a geyser, has become a popular internet phenomenon.
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The experiment, popularized by Fritz Grobe and Stephen Voltz of EepyBird in 2006, demonstrates the scientific principle of nucleation. The microscopic bumps and nooks on the Mentos candies provide nucleation sites for carbon dioxide to form bubbles, creating a rapid release of pressure that causes the soda to erupt.
The Diet Coke and Mentos combination has also been used in various internet memes. One popular meme format involves labeling the Diet Coke as an "angry girlfriend" and the Mentos as "'calm down,'" suggesting that the combination will lead to an explosion, much like a fight in a romantic relationship. Other variations have used the format to comment on social and political issues.
The Share a Coke Campaign: Personalization and Connection
Coca-Cola's "Share a Coke" campaign, which involves printing names on Coca-Cola cans and bottles, has also contributed to the Diet Coke meme. The campaign, which launched in Australia in 2011 and is making a comeback in 2025, aims to foster authentic connection in an increasingly digital world. By allowing consumers to find and share personalized Coca-Cola products, the campaign taps into the desire for real-life engagement and shareability.
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