For many, a cold, fizzy soda is an occasional indulgence. Japan, the second-biggest market for The Coca-Cola Company, boasts over 50 brands and 850 products, from canned coffee to alcoholic lemonade. Among Coca-Cola's offerings, Coca-Cola, Coke Zero, and Coke Plus (Fiber) are the main varieties. This article explores the intriguing history of Diet Coke in Japan, marked by renewals, rebranding, and eventual retirement from the market.
A Personal Encounter with Diet Coke
The author shares a personal anecdote of discovering Diet Coke. A university vending machine ran out of regular Coke, leading to a purchase of Diet Coke. Overcoming childish stigmas and ads featuring shirtless window-cleaners, the author found Diet Coke tasted better than the regular version.
Diet Coke's Journey in Japan: A Timeline of Rebranding and Replacement
The history of Diet Coke in Japan involves a series of changes. "Coca Cola Light" was ousted from shelves in 1999, Diet Coke was "renewed" twice before being replaced by Coke Zero in 2007. Pepsico faced similar challenges, rereleasing Diet Pepsi three times, though it managed to persist.
The Rise of Coca-Cola Zero
Coca-Cola Zero, initially launched in the United States and Canada with white packaging, was relaunched in Western Europe in June 2016 as Coca-Cola Zero Sugar. This reformulation aimed for a taste closer to standard Coca-Cola, emphasizing the absence of sugar. In 2017, the new formula and name were introduced in the United States, despite the existing drink's increasing sales, leading to some consumer backlash.
Coca-Cola Zero was originally marketed to men, who associate "diet" drinks with women and was primarily marketed towards young adult males. In the US, advertising for Coca-Cola Zero has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women. This same approach was previously taken by Coca-Cola's rival which introduced Pepsi Max in 1993 as a diet soda but marketing to males.
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Coca-Cola Zero Sugar Variants
Coca-Cola Zero Sugar has been marketed under various names depending on the region. In the United States and many other countries, it is branded as Coca-Cola Zero Sugar. In many markets the name is translated and branded accordingly. For example in some countries of Latin America it is named "Coca-Cola Sin Azúcar" (which translates into "without sugar") whereas in Spain it is named "Coca-Cola Zero Azúcar", in Brazil as "Coca-Cola Sem Açúcar" and in France as "Coca-Cola Sans Sucres". Similarly in Norway it was branded as "Coca-Cola Uten Sukker" (meaning "without sugar") from launch in 2018 until 2023, when it adopted the "Zero Sugar" name in English. All versions of Coca-Cola Zero Sugar sold in various countries are based on the same flavoring formula, and all are carbonated.
Various flavors and versions of Coca-Cola Zero Sugar have been introduced, including:
- Coca-Cola Zero Sugar with cherry flavor.
- Coca-Cola Zero Sugar with additional vanilla flavor.
- Coca-Cola Zero Sugar without caffeine (formerly marketed as "Caffeine-Free Coca-Cola Zero Sugar"). First released in France in February 2010 as Coca-Cola Zero Sans Caféine It was later released in Japan as Coca-Cola Zero Free in April 2010.
- Coca-Cola Zero Sugar with additional lemon flavor.
- Coca-Cola Zero Sugar with peach flavor.
- A 'clear' version of Coca-Cola Zero Sugar, with a hint of extra lemon.
- Coca-Cola Zero Sugar with extra cinnamon flavor.
- Coca-Cola Stevia No Sugar was a variant that used stevia as its sole sweetener.
- Coca-Cola Zero Sugar with ingredients found in other Energy Drinks.
- Coca-Cola Zero Sugar with cherry and vanilla flavors.
- Coca-Cola Zero Sugar with mango flavor.
- Coca-Cola Zero Sugar with a Lemon and Lime flavor.
- Coca-Cola Zero Sugar flavored with watermelon and strawberry.
- Coca-Cola Zero Sugar with a mystery "transformation" flavor, also branded Coca-Cola Movement in some markets.
- Coca-Cola Zero Sugar with a mystery "+XP" flavor.
Japan's Unique Soft Drink Market
Japan's soft drink market differs significantly from Western countries. A large portion of Coca-Cola, Suntory, and Kirin's non-alcoholic sales comes from tea and coffee, both hot and cold. In 2020, ready-to-drink (RTD) tea accounted for 30% of Japan’s soft drinks market, while coffee held 19%. Carbonated drinks had a 15% share, and mineral water had 14%.
In 2020, Japan's population of 126 million generated 7.27 billion USD in the carbonated soft drink market. Compared to the UK's 8.73 billion USD with a population of 67 million, it's evident that the average Japanese person consumes less soda.
Challenges with Artificial Sweeteners
Complaints about "diet" sodas in Japan often cite the "bad aftertaste" and "muted flavor" from artificial sweeteners. Acesulframe K, Sucralose, and Aspartame have been used in various brands with limited success. Japanese doctors and dieticians generally prefer people avoid sugar altogether rather than using low-calorie alternatives.
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Health Concerns and Preferences
Despite Japan's low obesity rate, diabetes rates are increasing. In 2019, Japan had a diabetes rate of 12.1%, compared to the UK's 7%. This suggests a potential need for Japan to embrace "sugar-alternatives" and reconsider Diet Coke.
Diet Coke's Ingredients and Variations
Diet Coke is a sugar-free and low-calorie diet soda produced and distributed by the Coca-Cola Company. It uses artificial sweeteners, primarily aspartame, instead of sugar. One liter of Coca-Cola Zero Sugar contains 96 mg caffeine. Compared to Diet Coke, Coca-Cola Zero Sugar contains less caffeine, and uses acesulfame potassium and aspartame as sweeteners, while Diet Coke uses only aspartame as a sweetener.
Since its inception in 1982, Diet Coke has been the product name in Coca-Cola's home country the United States and a number of other countries. Other countries, such as Germany (then West Germany) have used the Coca-Cola Light name since the beginning. This name is now most common in most of Europe, the Middle East, Latin America and Asia. In many countries including Italy, Mexico and the Netherlands, the product originally launched in 1983-84 under the "Diet Coke" name, but would later switch to the "Coca-Cola Light" name in the early 1990s.
Diet Coke has slight variations between different bottling countries. Diet Coke was sweetened with aspartame, an artificial sweetener that became available in the United States in 1983. Other than sweeteners, Diet Coke differs from Coca-Cola by having a higher amount (approximately 33% more) of caffeine.
Various flavors of Diet Coke have been introduced, including:
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- Diet Coke without the caffeine.
- Diet Coke with a vanilla flavor.
- A version that was sweetened with Splenda. Diet Coke with Splenda contained 2.83 mgs of caffeine per fluid ounce.
- 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.
Coca-Cola Japan's Innovations
Coca-Cola's Japanese business is known for its experimental nature, launching around 100 new products annually. Recently, Coca-Cola introduced the first alcoholic drink in the company's 125-year history in Japan, tapping into the Chu-Hi market, a popular canned drink made with shōchū, sparkling water, and flavoring.
A Brief History of Diet Coke
Diet Coke, unveiled on July 8, 1982, was the first new brand since the Coca-Cola Company's creation in 1886 to use the Coca-Cola trademark. Following its launch, Diet Coke/Coca-Cola Light became wildly successful and a cultural status symbol to some. When diet colas first entered the market, beginning with No-Cal in 1958, the Coca-Cola Company had a long-standing policy to use the Coca-Cola name only on its flagship cola, and so its diet cola was named Tab when it was released in 1963.
In the United States, Diet Coke held a market share of 11.7% in 1991 according to Beverage Digest. In the year 1992, the product was available in 117 markets worldwide with a unit case volume of 1.25 billion.
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.
Coca-Cola 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. A famous advert of the brand was "Diet Coke Break" in 1994 featuring Lucky Vanous, from which point on the brand became targeted primarily at women.
Cultural Impact and Slogans
Diet Coke has had a significant cultural impact, including links with healthiness and wellness but also negative connotations in regards to body image.
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. However it was soon dropped after it was mocked, due to its unintentional drug reference (cocaine). Later that year, "Get a Taste" was introduced, asking the question "what if life tasted this good?". This campaign lasted until 2018. 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.
Safety of Aspartame
The most commonly distributed version of Diet Coke uses aspartame as a sweetener. As one of the most intensively scrutinized food additives, the safety of aspartame has been studied since its discovery. Aspartame has been deemed safe for human consumption by the regulatory agencies of many countries. Nevertheless, since its inception the drink has been scrutinised by some with claims that it is harmful in various ways, such as that it can dehydrate and increase food cravings.