Diet Coke, also known as Coca-Cola Light in some regions, is a sugar-free and low-calorie diet soda manufactured and distributed by the Coca-Cola Company. It's a cola drink that uses artificial sweeteners, primarily aspartame, instead of sugar. Diet Coke was the first new brand to use the Coca-Cola trademark since the company's founding in 1886 when it was unveiled on July 8, 1982.
The Origins of Diet Coke
When diet colas first appeared on the market, Coca-Cola had a long-standing policy of only using the Coca-Cola name on its flagship cola. As a result, when Tab was released in 1963, it was given the name Tab. Pepsi, its competitor, had no such qualms, and after the long-term success of its sugar-free Diet Pepsi (launched in 1964) became clear, Coca-Cola decided to develop a competing sugar-free brand under the Coca-Cola name that could be marketed more easily than Tab.
The Development of Diet Coke
Coca-Cola's senior executives commissioned a secret project headed by marketing vice president Sergio Zyman and Coca-Cola USA president Brian Dyson to create a new flavor for Coke. The company's regulatory team predicted that the Food and Drug Administration (FDA) would approve aspartame by 1985. Behind the scenes, researchers had been working for more than two years to formulate a new low-calorie soft drink worthy of sharing the Coca-Cola name.
The Launch and Early Success of Diet Coke
Diet Coke was introduced nationwide on April 23, 1985. The brand was unveiled on July 8, 1982, and it quickly became a cultural status symbol for some.
Marketing and Advertising
Coca-Cola held a high-profile press conference in New York City on July 8, 1982. Diet Coke's first TV commercial had to define the character of the brand and make a bold statement. The spot was filmed on July 29, 1982, at Radio City Music Hall in New York after a gala event for bottlers and key customers. The company used the slogan "Just for the taste of it!" for almost all years between its 1982 launch and at least 1997, and has been accompanied with an iconic jingle. A version of the song was also performed by Elton John and Paula Abdul in an ad at Super Bowl XXIV.
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Target Audience
The core Diet Coke demographic was baby boomers who were getting 20 years older and 20 pounds heavier. Diet Coke (and rivals like Diet Pepsi) have capitalized on the markets of people who require low sugar regimens, such as diabetics and people concerned with calorie intake.
The Iconic Silver Can
The drink's all-silver can color, which has been in use since 1997, has been considered iconic and a distinctive design. However, in 2016 and 2017, Coca-Cola began to put a large red circle on all of its cans, with the original colors being relegated to accents.
The "New Coke" Controversy
In April 1985, the Coca-Cola Company reformulated Coca-Cola, giving it the unofficial name "New Coke". By 1985, Coca-Cola had been losing market share to diet soft drinks and non-cola beverages for several years. Blind taste tests suggested that consumers preferred the sweeter taste of Pepsi-Cola, Coca-Cola's main competitor, so the Coca-Cola recipe was reformulated. Within three months, the Coca-Cola Company reintroduced the original formula, rebranding it "Coca-Cola Classic", resulting in a significant sales boost.
The Public Reaction
The press conference at New York City's Lincoln Center to introduce the new formula did not go well. Reporters had already been fed questions by Pepsi, which was worried that New Coke would erase its gains. Many critics were from the southern US states, some of whom considered Coca-Cola part of their regional identity. The company received over 40,000 calls and letters expressing anger or disappointment.
The Return of "Coca-Cola Classic"
On the afternoon of July 11, 1985, Coca-Cola executives held a press conference and announced the return of the original Coca-Cola formula, 79 days after New Coke's introduction. The new product continued to be marketed and sold as "Coke" (until 1990, when it was renamed "Coke II") while the original formula was named "Coca-Cola Classic", and for a short time it was referred to by the public as Old Coke.
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Diet Coke's Continued Success
Six months after New Coke's introduction, sales of Coke had increased at twice the rate of rival Pepsi. Max Headroom, the purportedly computer-generated media personality played by Matt Frewer, was chosen to replace Cosby as the spokesman for Coke's new "Catch the wave" campaign. By the end of 1983, Diet Coke was the No. and the top soft drink brand among women. At the end of 1984, Diet Coke displaced 7UP as the No. behind Coca‑Cola and Pepsi - a position it held until the end of 2010 when it overtook Pepsi.
Slogans and Campaigns
Coca-Cola has used various slogans throughout Diet Coke's history to advertize the product, both in the United States and internationally. From 2010 to 2014, "Stay Extraordinary" was the main slogan in use. Coca-Cola launched the "You're on" campaign in 2014. Later that year, "Get a Taste" was introduced, asking the question "what if life tasted this good?". 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.
Variations and Flavors
The ingredients and taste of Diet Coke has slight variations between different bottling countries. The most commonly distributed version of Diet Coke uses aspartame as a sweetener. Over the years, Diet Coke has been released in a variety of flavors, including:
- Diet Coke without the caffeine
- Diet Coke with a vanilla flavor
- Diet Coke with Splenda
- Diet Coke with a combination of Ginger and Lime flavors
- Diet Coke with a Mango flavor
- Diet Coke with a Blood Orange flavor, similar to Coca-Cola Light Sango
- Diet Coke with a combination of Ginger and Lemon flavors
- Diet Coke Lime
- Diet Coke Feisty Cherry
- Diet Coke Black Cherry Vanilla
Discontinued Diet Sodas
Over the years, a number of diet sodas have been discontinued, including:
- No-Cal Ginger Ale
- Diet Rite Cola
- Patio Diet Cola
- Tab
- Like
- Diet Hubba Bubba
- Diet 7 Up Gold
- Diet Crystal Pepsi
- Tab Clear
- Diet Dr Pepper Berries & Cream
- Diet Pepsi Jazz
- Diet Coke Black Cherry Vanilla
- Diet Coke Plus
- Diet Coke with Splenda
- Diet Coke Lime
- Diet Coke Feisty Cherry
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