Diet Coke, since its introduction in 1982, has become a cultural icon, initially aimed at health-conscious consumers, particularly women. Over the years, its branding and consumer base have undergone significant transformations, reflecting broader cultural shifts and evolving marketing strategies. This article explores the history of Diet Coke’s marketing campaigns, highlighting key strategies, target audiences, and the brand's enduring relevance.
Targeting Women: The Early Years
At its inception, Diet Coke was marketed primarily to women. The brand’s advertising campaigns in the 1980s and 1990s featured glamorous female celebrities and targeted those concerned with fitness and appearance, aligning with the era’s “yuppie” lifestyle. Coca-Cola, knowing their business, decided to throw caution to the wind and put Whitney Houston on stage to promote Diet Coke. And they brought back Elle MacPherson too, who previously did a commercial for Coca-Cola Tab.
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 first few commercials in the 80s only leaned a little bit more into women as their target audience. It’s like they were testing the waters more than anything. Understandable, since they probably didn’t want to make the same mistake as they did with Coca-Cola Tab, which men thought was too girly. And while growing health consciousness affected all genders, weight management affected women more than men. Especially in the late 80s, when fitness was THE thing amongst women, thanks to Jane Fonda and her neon-colored leggings. The ideal is to have firm curves.
The Iconic "Diet Coke Break"
One of the most iconic campaigns was the “Diet Coke Break” series, which began in 1994. These advertisements depicted groups of women taking breaks to watch attractive men, such as construction workers or delivery men, enjoying a Diet Coke. This commercial defined the brand of Diet Coke forever.
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The first hunk commercial aired in 1996, and Coca-Cola quickly followed with two more in ‘97 and ‘98:
- 1996 (Construction Worker)
- 1997 (Window Cleaner)
- 1998 (Delivery Man)
The one with the delivery man, played by Paul Johansson, is the one I somehow vividly remember. I say somehow because I was eight at the time and I think the commercial played at the cinema before a kid’s movie (is that still legal?). seems to have the Diet Coke break at 11.30 am, in Germany they somehow have it at 12.30 pm. Why? I have no idea.
The Diet Coke Break advertising campaign is a series of six television advertisements that ran from 1994 to 2013, used to promote the soft drink Diet Coke. Each advert centers 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". 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.
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. 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. 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.
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.
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The Diet Coke Break 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".
Shifting Towards Unisex Appeal
Despite its strong association with female consumers, 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. The commercials stopped being as iconic as they used to be. 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 Introduction of Coke Zero
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.
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.
Recent Trends: Embracing Masculinity and Nostalgia
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. Elon Musk highlights Trump’s affair with Diet Coke. 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.
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Diet Coke’s evolution also taps into a sense of nostalgia among consumers, particularly those who romanticise the aesthetics and culture of the 1980s. There is no other drink I can think of that has the same nostalgic and calming effect as Diet Coke.
Diet Coke and Modern Office Culture
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. A 'Diet Coke break' is the latest example of Gen Zs and Millennials insisting on work-life balance. 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.
Adapting Marketing Strategies
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.
Slogans and Campaigns Through the Years
Coca-Cola has used various slogans throughout Diet Coke's history to advertize the product, both in the United States and internationally.
- JUST FOR THE TASTE OF IT: In 1982, Coca-Cola’s marketing team came up with their first Diet Coke slogan “Just for the taste of it,” recruiting stars like Candice Bergen to promote the new diet drink. The campaign was successful and helped Diet Coke become one of the most successful diet sodas in history.
- JUST FOR THE COOL OF IT?: Diet Coke needed a catchy new slogan to match its bold, refreshing flavor. After a brainstorming session the marketing team struck genius-"Just for the Cool of It!" This Diet Coke slogan was chill, ill, def, and fly-everything the young hip crowd of the 80s could dig.
- LESS THAN 1 CALORIE!: 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 TIME IS RIGHT FOR DIET COKE: Diet Coke came out with its new slogan “The time is right for Diet Coke” in the 1990s-a marketing campaign that targeted young folks through upbeat commercials featuring rollerbladers. The ads tapped into the optimistic spirit of the era and it helped Diet Coke transform into a billion-dollar lifestyle brand and helped it become the beverage of choice for Gen-Xers.
- STAY EXTRAORDINARY: From 2010 to 2014, "Stay Extraordinary" was the main slogan in use. 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.
- YOU'RE ON: Coca-Cola launched the "You're on" campaign in 2014. However it was soon dropped after it was mocked, due to its unintentional drug reference (cocaine).
- GET A TASTE: Later that year, "Get a Taste" was introduced, asking the question "what if life tasted this good?". This campaign lasted until 2018. Taylor Swift Joins the Diet Coke "Get a Taste" Campaign Offering Fans an Exclusive Taste of Her New Album, 1989.
- BECAUSE I CAN: In 2018, Diet Coke launched the "Because I can." slogan and campaign at the same time as a major rebrand and the addition of new flavors.
- MARC JACOBS’ PHOTO BREAK: By 2013, fashion designer Marc Jacobs partnered with Diet Coke for a playful collaboration that featured him designing limited-edition bottles.
- LOVE WHAT YOU LOVE: Diet Coke reinvented itself in 2017 with its slogan “Love What You Love,” moving away from traditional diet culture messaging. The campaign resonated with younger consumers. It transformed Diet Coke into a lifestyle brand.
- A 12 OZ FASHION STATEMENT: In 2021, Diet Coke came up with the “A 12 Oz Fashion Statement!” campaign, positioning their iconic silver can 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.
- JUST BECAUSE: Diet Coke’s latest campaign was launched in 2022. It was called the “Just Because!” campaign, featuring playful commercials showing people enjoying the beverage with cute cats and rainbows.
Controversies and Criticisms
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. 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".
While not without controversy, Diet Coke seems to be more popular than ever.