The Diet Coke Break advertising campaign, a series of six television advertisements that ran from 1994 to 2013, remains a significant cultural touchstone. Used to promote the soft drink Diet Coke, each advert centered around a group of women ogling an attractive man while he works, soundtracked to a version of "I Just Want to Make Love to You". More than just commercials, these spots sparked conversations about gender roles, advertising strategies, and the evolving image of Diet Coke itself.
The Genesis of an Icon: 1994-1998
The first commercial premiered on US television in 1994. Directed by Jeremiah Chechik and written by Lee Garfinkel, the original Diet Coke Break advert was produced by Lowe & Partners/SMS on a $70 million account. It 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. Diet Coke Break depicts a group of women working in an office in a skyscraper. This initial ad set the tone for the campaign, establishing the formula of female office workers momentarily escaping their routines to appreciate an attractive male figure.
Despite not initially planning for a sequel, Coca-Cola launched a second Diet Coke Break advert in June the following year. The commercial, Magazine, saw Vanous return to his role as the Diet Coke hunk. He portrayed a model brought to life from the pages of a fashion magazine by a woman drinking a Diet Coke. This sequel capitalized on the popularity of the first ad, further solidifying Vanous's image as the "Diet Coke hunk."
The campaign returned two years later in 1997 with two new commercials. The first of these was titled 11.30 Appointment, and starred the actor Robert Merrill. The sequence features a group of women arriving at the reception area of an office building, each one for their "11:30 appointment", then sitting in a room with a large window, gazing lustfully at a window cleaner. The fourth Diet Coke Break advert, Dispenser, premiered in the US during the 69th Academy Awards on March 24, 1997, the same year as 11.30 Appointment. As with the previous two commercials, it is set in an office with a female workforce and features a delivery man as the object of attention. Dispenser was created by the Milan office of the Leo Burnett Company, and had already been introduced into the French and Spanish markets by the time it was released in the US.
A Decade-Long Hiatus and a Shift in Focus: 2007
After Dispenser, Diet Coke Break commercials went into hiatus for ten years. Following the UK release of Coke Zero in 2006-which was deliberately being marketed at men-the campaign returned with a new advert, Lift, to repromote Diet Coke towards the brand's female consumers. An international search to find a new "hunk" began in 2006. Lift follows three women working in an office. Each carrying a can of Diet Coke, they enter an elevator and intentionally press the emergency call button. A technician (Xavier) sees the women on a CCTV monitor, and leaves his post to free them from the elevator. This advert signaled a renewed focus on Diet Coke's core female demographic.
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The Final Chapter: 2013 and Beyond
To celebrate the 30th anniversary of the Diet Coke's launch in Europe, the Diet Coke Break campaign returned in 2013 with a sixth and, as of 2020, final advert, titled Gardener. In the commercial, a group of women are sitting in a park drinking Diet Coke and watching an attractive gardener (Andrew Cooper) as he mows the grass. One woman rolls a can of Diet Coke to him, which hits his lawnmower. She gestures to him to drink from the can, which fizzes the soda all over him when he opens it. The women laugh at the gardener, at which he removes his T-shirt, revealing his muscular torso underneath. As the women gape at him in disbelief, the gardener walks away with a smile on his face.
By 2015 it was perceived that the Diet Coke Break campaign did not "represent the values of modern confident women", and the adverts were retired. In their place, a new campaign was launched encouraging women to "regret nothing". This shift reflected changing societal attitudes and a desire for more empowering advertising messages.
Controversy and Cultural Impact
The adverts also generated criticism over whether they were sexist against men. When Dispenser was broadcast in Canada, the national government felt that it was demeaning to men and pulled it off the air. 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." These criticisms highlight the complexities of gender representation in advertising and the potential for objectification to be perceived as harmful, regardless of the target.
To celebrate the 20th anniversary of the first Diet Coke Break advert, a £3.5 million multimedia marketing campaign was launched in 2014. The campaign spanned television, radio, print and social media, and included Gardener returning to British television.
Since it premiered in 1994, the Diet Coke Break campaign has been parodied in adverts for other companies. In 1999, 11.30 Appointment was parodied in an advert for the British beer John Smith's. As in 11.30 Appointment, the advert shows a topless version of John Smith's mascot (the cardboard cut-out "No Nonsense Man") being lifted in a suspended platform past the window of an office boardroom in a skyscraper. In 2019, the car manufacturer Vauxhall Motors also parodied Diet Coke Break to promote their new Astra Light model. The advert begins similarly to Diet Coke Break, with women working in an office excitedly telling each other that it is "Break time" and then gathering at a window. However, rather than gazing at a handsome man, the women are instead watching an Astra Light being driven around a parking lot. The campaign was also referenced in "The Red Door", the fourth episode of the British sitcom The IT Crowd. In the episode, the character Jen distracts a pair of female workers in an office by telling them there is a builder outside taking off his shirt, "like in ads".
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Diet Coke's Evolution and Modern Marketing
Diet Coke, introduced in 1982, has long been a staple of American culture, initially targeting health-conscious consumers, particularly women. Over the decades, its branding and consumer base have undergone significant transformations. Coca-Cola recognised the potential to expand Diet Coke’s appeal to a broader audience. In the early 2000s, the company attempted to create a unisex appeal for the brand, moving away from exclusively feminine marketing strategies. However, this strategy faced challenges. To specifically target male consumers, Coca-Cola introduced Coke Zero in 2005. This product offered a similar taste to regular Coke but with zero calories, and its marketing campaigns were distinctly masculine.
In recent years, Diet Coke has experienced a resurgence among male consumers, particularly high-profile figures. President Donald Trump is known for his love of Diet Coke, reportedly consuming several cans daily and even installing a button in the Oval Office to summon the beverage. This shift aligns with a broader cultural trend that food and beverage analyst Andrea Hernández describes as “cocaine-induced opulence.” This trend celebrates stimulant-fuelled productivity and echoes the excesses of 1980s Wall Street culture. Diet Coke’s evolution also taps into a sense of nostalgia among consumers, particularly those who romanticise the aesthetics and culture of the 1980s.
Moreover, Diet Coke has become emblematic of modern office culture. Its caffeine content provides a stimulant effect favoured in high-pressure work environments, making it a popular choice among professionals seeking a quick energy boost without the sugar crash associated with other sodas. Recognising this shift in consumer demographics, Coca-Cola has adapted its marketing strategies. In recent years, campaigns have featured male celebrities, such as actor Jamie Dornan, aiming to broaden Diet Coke’s appeal and reflect its evolving consumer base. Diet Coke’s journey from a beverage primarily marketed to women to one embraced by powerful men illustrates the dynamic nature of branding and consumer perception. By adapting its marketing strategies and acknowledging cultural shifts, Diet Coke has maintained its relevance and continues to be a significant player in the beverage industry.
The "Diet Coke Break" campaign was designed to target the brand's primary demographic: young, professional women. The adverts featured a group of female office workers taking a daily mid-morning break to watch an attractive construction worker enjoy a can of Diet Coke.
The success of the "Diet Coke Break" campaign was reflected in impressive sales figures. 's £10.76 million in the same period. This surge in sales also had a positive impact on Diet Coke's market share. 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. This widening gap underscored the campaign's effectiveness in attracting consumers and enhancing brand value. 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, flavour 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. The "Diet Coke Break" campaign stands as a testament to the power of targeted marketing and creative storytelling.
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The Modern "Diet Coke Break"
The iconic brand has revealed two new adverts, Diet Coke Breaks Inspired by You, directed by award-winning Marie Schuller, which are now live across TV, VOD, OOH, cinema and online. The first 30 second advert sees Gemma debuting a new style at the office and, as she starts off feeling a little unsure of her bold leopard print outfit choice when strutting across the office floor, her Diet Coke, and of course a new pair of leopard print boots to match her jacket, sees her truly embrace her own unique style. We also see within the 30-second advert a family game of hide and seek with a mother chooses her ‘hiding’ moment wisely. The second advert, a 10 second video, introduces three ‘Vics’ - Vicky, Victor and Victoria - who all lay claim to a can of Diet Coke labelled in the communal office fridge.
Omar Sadiq-Baig, Senior Brand Manager at The Coca‑Cola Company, said: “We love that each of these stories are inspired by real life Diet Coke breaks, shared with us by real fans. We know for many years that we have some of the most loyal consumers to our brand, so this year we've put them at the forefront of our campaign to celebrate their individuality. We hope this latest phase of our 'Love What You Love, By You' campaign inspires and celebrates everyone’s different Diet Coke breaks.
Nostalgia, Modern Culture, and the Future of Diet Coke
I have been thinking about the past a lot recently. About my childhood, life before the internet, and before social media. A time when a pencil and an audio cassette could keep you entertained (and make you crazy) for hours. A time when summer rain not only smelled like freedom but felt like it too. When the wind blew your hair out of your face and your legs got tired from cycling so hard and fast down your neighborhood street because your parents told you to be home when the street lights turn on. A time when your heart would skip a beat as you take the corner a little too fast with your bike, a reminder of the last time when you scraped your knees and destroyed the new fancy dress your parents bought and forced you to wear.
Life seemed simpler then. Or maybe it is my childhood memories playing tricks on my adult mind. Summer always makes me feel nostalgic. Life gets easier during this time. Work naturally slows down because people go on vacation and leave work early to enjoy the sun. Even the light is different. Your house smells and feels different with every season, but during summer everything just feels special. While I love all seasons, no other season makes me feel as nostalgic as this one. And somehow, there is nothing that describes this nostalgic summer feeling as the taste of Diet Coke and the smell of Marlboro Lights. I never thought about it, until I read ’s newsletter about The Coolest Vice and she posted a picture of a pack of Marlboro cigarettes with it. Somehow I was transported back to my parent’s house. I stood in the kitchen, seeing my mother sitting on the worktop in the corner, smoking a Marlboro Light and drinking a Diet Coke (or Cola Light as it is known in Germany). And when I had a particularly bad day at work, all I could think of was having a Marlboro Light and a Diet Coke.
Launched in 1982, Diet Coke was a pretty groundbreaking beverage for Coca-Cola. The market for diet drinks was booming, and their original sugar-free option, Coca-Cola Tab (never heard of it, I think it never made its way over to Germany) had declining sales. But sugar-free alternatives were the rage in the early 80s. “Health consciousness” and “weight management” were gaining momentum and knowledge linking sugar consumption to health problems was growing. Diet Coke provided a “guilt-free” alternative.
The first-ever Diet Coke commercial was very different from the commercials that followed. The spot was filmed in 1982 at Radio City Music Hall in New York after a gala event for bottlers and key customers. The commercial looked like the Oscars and the Rockettes danced on stage in front of a giant can of Diet Coke. A year after its launch, the first numbers came in. And Diet Coke was the most popular diet soft drink in the United States, and the most popular soft drink amongst women. As any good company would do, their marketing department decided to lean heavily into their key audience: women.
Where the 80s were all about women being fit with healthy curves, the 90s were about Heroin Chic (which apparently is having a comeback). Not only that, but the late 80s and then 90s were the time of the Power Suit. A time of strong women defying traditional gender norms and being the boss. And because of that, Coca-Cola did the most iconic thing: They created the Diet Coke Break Hunk Commercial, which became the staple of all Diet Coke commercials moving forward. To me, that is the moment Coca-Cola became the Queen (or King) of advertising and marketing. This commercial defined the brand of Diet Coke forever.
While not a specific decade, the late 90s to early 2000s deserve its own section. While models in the early 90s were slim, they still looked healthy. Whereas models in the late 90s and especially in the early 2000s were bone-thin. “Cigarettes and Diet Coke were dietary staples”, says former editor of Australian Vogue Kirstie Clements to The Guardian (a really great read, highly recommend). So it is no surprise that I, a Millennial woman who was a teenager during the years of size 0 and pro-ana forums, associate Diet Coke and cigarettes with a nostalgic feeling. In the end, “Nothing tastes as good as skinny feels” was something most teenagers told themselves at the dinner table. I cannot believe that this happened, let alone that the media cherished it. The sad part about this, however, is that it is still happening: “Anya Taylor-Joy on surviving busy work period on ‘Diet Coke, cigarettes and coffee’”.
In the 2000s they gave us another Diet Coke Hunk, Francois Xavier, saving women from the lift in 2007. But they created some other commercials over the years that didn’t lean as heavily on gender stereotypes as they used to. Times were changing I guess. What they did do is add a lot of humor and fun to their commercials, while still keeping women front and center. Like the one from 2008 with Fascination by Alpha Beat playing in the background and women having all sorts of fun, playing jokes on each other - all with a Diet Coke in hand. Watching this commercial brought back so many memories of my teenage years. I remember listening to the song non-stop back then.
The 2000s however are also a decade of change for Diet Coke: In 2005 Coca-Cola launched Coke Zero. I vividly remember this moment. I was confused as to why they were launching Coke Zero, a product so similar to a legacy one that everyone loves. And I remember that many people said back then “Oh, it's Diet Coke for men”. This made me even more confused: Why the hell do men need a special Diet Coke? The short answer: Diet Coke was heavily advertised to women. Too heavily. Coke Zero offers a sugar-free alternative for men who wouldn’t want to be caught drinking a Diet Coke as it would look too feminine. Yes, you read that right. There even is a term for this: “gender contamination”. That is the same reason Gilette women’s razors are pink and smell like papaya, while a manly razor is grey and made out of steel. If you are rolling your eyes, mine have reached the back of my head while writing this. And to me, the introduction of Coke Zero changed the game forever. Commercials stopped being as iconic as they used to be. And the fact they launched a product simply to appease the patriarchy seems off, even in 2005.
Working my way through this history makes me realize why this drink was so incredibly popular amongst women. It certainly explains why it seems like every woman in my life loved to drink Diet Coke. And when they did, it was a moment of relaxation. was the one with Taylor Swift (which didn’t air in Europe I believe). But they also gave us another Hunk commercial in 2013, for Diet Coke’s 30th anniversary. A gardener, played by Andrew Cooper. This one passed me by. Never saw it. And while ok, portraying women as lazily lying in the park, gossiping and drooling over a man has a totally different ring to it than working boss women in their office lusting after the window cleaner. From the original chiselled builder to the bloomin' fit topless gardener
Another thing that happened in the 2010s is bad numbers. were the lowest they’ve ever been since 1995. In 2016, Diet Coke alone lost 4.2% in sales volume.1 While we can never be 100% sure, the controversy around artificial sweeteners at the time could be the reason. We’ve reached current times. We are only four years into this decade and Diet Coke still exists, as do commercials for it. One I’d like to point out here is the “Love what you love” commercial with Kate Moss. A clear indicator that 90s skinny chic is back… But what else is back is the Diet Coke Break, without the Hunk, but with Gen Z and Millennials. You can say what you want about these two generations, but if there is any generation that can perform successful CPR on a brand, it is Millennials and Gen Z.
Gen Z’s version of the smoke break is a ‘Diet Coke break,’ and it’s providing them with a slice of corporate escapism Even Coca-Cola itself is leaning into this resurgence with the “Diet Coke Breaks, inspired by you” campaign.
But in today’s time, every good news comes with bad news. 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. While not without controversy, Diet Coke seems to be more popular than ever.