Diet Coke, introduced in 1982, quickly became a cultural phenomenon, and its advertising campaigns have mirrored and influenced societal trends for over four decades. From targeting health-conscious consumers to celebrating female empowerment and adapting to modern sensibilities, Diet Coke's marketing strategies offer a fascinating case study in brand evolution.
Genesis of a Diet Icon: The Launch of Diet Coke
In the summer of 1980, Jack Carew, a Coca-Cola planning manager, was selected to spearhead a project that had been considered within the company for two decades: the introduction of a diet version of Coca-Cola. Extending the Coca-Cola Trademark to another brand had been a "no-no" until that point. However, times had changed. The company was struggling following years of inflation and rising costs, resulting in inefficiencies. Diet Coke was pegged a top priority. The project was strictly top secret; only a handful of senior executives knew about it, and team members had to agree to the assignment before getting the details. Jerry Bell, who worked with Carew in the Planning Department, recalled it as "an entrepreneurial, cloak-and-dagger operation in the purest sense."
Within a few weeks, they presented a draft study to Coca-Cola USA President Brian Dyson, followed by Roberto Goizueta, who had been elected Chairman and CEO just months earlier, President Don Keough, and Chief Marketing Officer Ike Herbert. Goizueta green-lighted the Diet Coke project, which shifted quickly from planning to implementation. Carew noted that this was a difficult decision because there were two big risks. At the time, TaB was the moneymaker, so if Diet Coke turned out to be a disappointment, the company would seriously complicate its future. Secondly, if senior leadership rejected Diet Coke, then they likely would have lost cola position.
Despite concern that Diet Coke would cannibalize TaB - which was the No. back then, but diets were growing three times faster than the rest of the category, Diet Coke was seen as the right product for the right time. Pat Garner, who joined the Diet Coke team with 10 years of bottler and field marketing experience, stated that they believed Diet Coke would be more accretive to Coca-Cola brand value because they would source volume from the competition versus the Coke franchise, and they were right.
The Naming Game: Diet Coke vs. Coca-Cola Light
The team debated over whether to adopt the “diet” prefix - the label Nielsen had given to the relatively new category because the term was used in the names of two of its top three brands. "Sugar Free" was one alternative, but many saw it as a slur on Coca-Cola’s main ingredient. And “Light” was already taken by a competitor brand. According to John Farrell, who joined the team from Corporate Finance, Diet Coke was the most straightforward articulation of the promise of the brand.
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For many years, the brand name was written and marketed as diet Coke - with a lowercase “d” - to reinforce the positioning of the product. Their reasoning was that Diet with an uppercase “D” was a noun, and the use of a noun changed the name of the trademark. Use of the lowercase “d” was an adjective and, therefore, did not alter the legal basis of the trademark.
Early Advertising Campaigns: Targeting the Health-Conscious Consumer
The initial can design included bold red letters against a white background with diagonal pinstripes. The financial model gave Coca-Cola USA the confidence to invest in marketing the brand. The story goes that Coca-Cola executives heard about Prince William's birth and used it as inspiration to push the idea that Diet Coke could be the heir to Coca-Cola. The commercial had all the glitz and glamour of an awards show, showing an enthusiastic crowd enjoying Diet Coke as the Rockettes danced onstage and singers proclaimed that fans of Diet Coke were going to "drink it just for the taste of it."
As the first brand to use the Coca-Cola name since the introduction of the original drink in 1886, a lot was riding on the introduction of Diet Coke. While Prince William may have served as the inspiration for Diet Coke's first commercial, the Prince of Wales reportedly follows a strict diet that doesn't involve soft drinks.
The early campaigns focused on the drink's taste and low-calorie content. The initial slogan, "Just for the Taste of It," recruited stars like Candice Bergen to promote the new diet drink. This campaign helped Diet Coke become one of the most successful diet sodas in history. In 1984, America had a fitness obsession marked by aerobics and Jane Fonda workout videos. Coca-Cola positioned Diet Coke as a guilt-free refreshment with its “Less Than 1 Calorie!” tagline. The one calorie-focused messaging helped Diet Coke dominate the diet soda market and become linked to fitness culture.
The "Diet Coke Break" Phenomenon: Objectification and Empowerment
One of the most iconic and controversial advertising campaigns in Diet Coke's history is the "Diet Coke Break." This series of advertisements, which ran from 1994 to 2013, featured a group of female office workers taking a mid-morning break to ogle an attractive man.
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The first commercial premiered on US television in 1994, and starred American actor Lucky Vanous as a handsome construction worker who removes his shirt while taking his "Diet Coke break". The advert was a huge success, catching The Coca-Cola Company by surprise. The "Diet Coke Break" campaign was designed to target the brand's primary demographic: young, professional women.
In 1997, two further adverts premiered: the first, 11.30 Appointment, depicts women in an office gazing lustfully at a window cleaner, while in the second, Dispenser, a delivery man is the object of attention. The campaign went into hiatus for 10 years, before returning with a new advert in 2007, in an attempt to reposition Diet Coke towards its female consumers. The commercial, Lift, follows a group of women who deliberately get trapped in an elevator in order to be rescued by an attractive technician. The final Diet Coke Break advert, Gardener, was released in 2013, and starred Andrew Cooper as a hunky gardener.
The success of the "Diet Coke Break" campaign was reflected in impressive sales figures. The brand's value sales continued to grow, reaching £13.7 million in the week ending 19 May 2018, while classic Coca-Cola stood at £11.4 million.
The Diet Coke Break advertising campaign is remembered as being one of the earliest examples of gender roles being swapped in TV advertising, with women objectifying attractive men, rather than the other way around - it has been described as "much loved" and "truly iconic". The campaign has also generated criticism over whether its adverts are sexist towards men. Dispenser was pulled off the air by the Canadian government, who felt that the commercial was demeaning to men. Speaking in 2001 about his part in the Diet Coke Break campaign, Vanous remarked: "I felt very uncomfortable with that role as a sex object.
Adapting to New Generations: Millennials and Beyond
As consumer preferences evolved, Diet Coke adapted its marketing strategies to appeal to new generations. In 2010, Diet Coke pivoted to the millennial-friendly “Stay Extraordinary” campaign, with Taylor Swift as brand ambassador. The campaign was known for commercials celebrating self-expression. By 2013, fashion designer Marc Jacobs partnered with Diet Coke for a playful collaboration that featured him designing limited-edition bottles.
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In 2017, Diet Coke reinvented itself with its slogan “Love What You Love,” moving away from traditional diet culture messaging. The campaign resonated with younger consumers and transformed Diet Coke into a lifestyle brand. In 2021, Diet Coke came up with the “A 12 Oz Fashion Statement!” campaign, positioning their iconic silver can as a fashion accessory. The campaign resonated with style-conscious consumers and infiltrated Hollywood’s elite. Influencers and celebrities were used in its commercials to get the message across.
In 2022, Diet Coke launched the “Just Because!” campaign, featuring playful commercials showing people enjoying the beverage with cute cats and rainbows.
The "Diet Coke Break" campaign has been the subject of numerous case studies, highlighting its innovative approach and lasting impact. For instance, a 2019 analysis noted that Diet Coke successfully targeted Millennials through design, flavor innovations, and advertising style, leading to the brand's strongest growth since 2010. In 2023, Diet Coke revisited the "Diet Coke Break" concept with a modern twist, featuring actor Jamie Dornan in its advertisements. This move aimed to evoke nostalgia while appealing to a new generation, demonstrating the campaign's enduring appeal and adaptability.
Challenges and Controversies: Navigating Health Concerns and Shifting Perceptions
Despite its success, Diet Coke has faced challenges and controversies throughout its history. Concerns about artificial sweeteners, particularly aspartame, have led to negative publicity and consumer skepticism. Recent headlines suggest that one of the ingredients (Aspartame) is possibly linked to cancer. While experts do not fully agree on these cancer claims, it still lead Coca-Cola to publish an entire F.A.Q. page answering all possible questions about said ingredient.
The brand has also had to navigate shifting perceptions of diet culture and body image. The "heroine chic" era of the 1990s and early 2000s, where "Cigarettes and Diet Coke were dietary staples," has given way to a more inclusive and body-positive movement. Diet Coke's advertising has had to adapt to these changing attitudes, moving away from promoting unrealistic body standards and focusing on themes of self-love and acceptance.
The Enduring Appeal of Diet Coke: Nostalgia, Taste, and Cultural Relevance
Despite the challenges, Diet Coke remains a popular beverage with a loyal following. Its enduring appeal can be attributed to several factors:
- Nostalgia: For many consumers, Diet Coke evokes memories of their childhood, teenage years, and early adulthood. The taste and smell of Diet Coke can transport them back to simpler times.
- Taste: Diet Coke has a distinct flavor that many people find refreshing and satisfying. While Coke Zero offers a sugar-free alternative, die-hard fans know that Diet Coke and Coke Zero aren’t the same.
- Cultural Relevance: Diet Coke has consistently adapted its marketing strategies to reflect current trends and cultural values. This has helped the brand stay relevant and appeal to new generations of consumers.
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