Diet Coke, a globally recognized and beloved soft drink, boasts a rich history and a dedicated following. Introduced in 1982, it quickly rose to prominence, becoming a cultural icon and a staple in the beverage industry. Beyond its refreshing taste, Diet Coke has also spawned a vibrant world of memorabilia, attracting collectors and enthusiasts who cherish the brand's legacy.
The Genesis of Diet Coke
The journey of Diet Coke began with a need to cater to the growing health-conscious market. While Coca-Cola already had a low-calorie option in Tab, introduced in 1963, the company recognized the limitations of Tab's brand image. Consumers were increasingly seeking a diet drink that retained the appeal and recognition of the Coca-Cola name.
Overcoming Internal Hesitations
Extending the Coca-Cola trademark to another brand was unprecedented at the time. The decision to create Diet Coke was met with internal debate and uncertainty. There were concerns that Diet Coke would cannibalize Tab, which was a successful product in its own right. However, market research indicated that the diet segment was growing rapidly, outpacing the growth of the overall soft drink category.
A Calculated Risk
Roberto Goizueta, then the president of Coca-Cola, ultimately green-lighted the Diet Coke project, recognizing the potential for the brand to capture a larger share of the market. This decision was not without risk. If Diet Coke failed, it could jeopardize the company's future. However, the potential rewards outweighed the risks, and the project moved quickly from planning to implementation.
The Naming Dilemma
One of the key decisions in developing Diet Coke was choosing the right name. The team considered alternatives such as "Sugar Free," but ultimately settled on "Diet Coke" as the most straightforward and effective way to communicate the brand's promise. 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: Diet with an uppercase “D” was a noun, and the use of a noun changed the name of the trademark.
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The Financial Model
To gain confidence in the project, John Farrell developed a financial model that demonstrated the link between marketing activities and bottler revenue. The model highlighted the economic advantages of Diet Coke, as it did not contain sugar, the second-highest cost item after aluminum cans. This financial justification helped convince Coca-Cola USA to invest in marketing the brand.
Positioning for Success
The marketing strategy for Diet Coke focused on positioning it as a great-tasting soft drink that happened to have one calorie, rather than as a diet drink that tasted great. This approach aimed to broaden the brand's appeal beyond just dieters.
Launching Diet Coke
The launch of Diet Coke was a carefully orchestrated event, designed to generate maximum excitement and awareness.
Visual Identity and Testing
Even before the drink was finalized, mock-ups of the packaging were created to establish a visual identity for the brand. The team even built a makeshift grocery aisle to see how the designs would look on the shelf alongside other brands.
Target Audience and Marketing Strategy
Extensive consumer research revealed that the core Diet Coke demographic was baby boomers who were becoming more weight-conscious. SSC&B’s extensive consumer research revealed several key insights that steered the brand’s marketing strategy. The marketing campaign aimed to appeal to this audience by associating Diet Coke with a sophisticated and stylish lifestyle.
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The Aspartame Factor
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. Coke’s regulatory team predicted that the Food and Drug Administration (FDA) would approve aspartame by 1985. The company decided to launch Diet Coke with a saccharin base, rather than wait for aspartame, to gain a competitive advantage.
A Strategic Rollout
Six lead markets - New York, Jacksonville (Fla.), San Diego, Minneapolis, Denver and Baltimore - were selected to debut the brand. This gradual rollout allowed the company to monitor the brand's performance and make adjustments as needed.
A High-Profile Introduction
Coca‑Cola held a high-profile press conference in New York City on July 8, 1982, to announce the launch of Diet Coke. A week later, 75 percent of the area population was aware of Diet Coke’s imminent introduction.
The "Heir to the Throne" Commercial
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 commercial drew a parallel between Diet Coke and Prince William, the newborn "heir to the throne," to convey the idea that Diet Coke was a new product no one had ever seen before.
Diet Coke's Rise to the Top
The launch of Diet Coke was a resounding success.
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Early Market Share
Months later, Nielsen reported the first market share for Diet Coke in Denver. The news sparked friendly competition among markets, as each sought to outperform the others.
A Testament to the Coca-Cola System
The success of Diet Coke was a testament to the strength of the entire Coca-Cola system. The company's bottlers played a crucial role in making the launch a success.
Dominating the Market
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.
A Stepping Stone to Success
Being the number-one diet drink was an automatic slam dunk. The success of the brand demonstrated the importance of trusting people to do their jobs and to take risks.
Diet Coke Memorabilia: A Collector's Dream
The popularity of Diet Coke has led to a thriving market for memorabilia, with collectors seeking out a wide range of items related to the brand.
An Accidental Collection
Debbie, a passionate collector of Coca-Cola memorabilia, has even earned the Guinness World Record for her extensive collection. Her journey began after a trip to Las Vegas in 1990, where she was inspired by the Coca-Cola memorabilia displayed in a diner.
From Lights to Adverts
The first item in her collection was a rotating sparkling light that reminded her of the flashing lights of Las Vegas. Her favorite items in the collection are a set of 188 National Geographic adverts, as these were the hardest items to get hold of. Of the 188 her favourites are the Sublom Santas, as Debbie worked as an art teacher for many years and loved the artwork the adverts portrayed.
A Coca-Cola Household
Despite the fact her husband's father worked for Pepsi for 30 years, only Coca-Cola is drunk in Debbie's household. Her favourite flavour is Diet Coke, but she also enjoys cherry.
The Hunt Continues
Debbie is still collecting items and hopes to one day buy a vintage coke machine. She also likes collecting old Coca-Cola storage crates, particularly wooden ones with history behind them.
Types of Memorabilia
Diet Coke memorabilia encompasses a wide range of items, including:
- Bottles and cans: Vintage and limited-edition bottles and cans are highly sought after by collectors.
- Advertising materials: Posters, signs, and commercials featuring Diet Coke are popular collectibles.
- Promotional items: Items such as keychains, pens, and clothing featuring the Diet Coke logo are also collectible.
- Limited-edition merchandise: Coca-Cola often releases limited-edition merchandise, such as designer bottles and Star Wars-themed products, which become valuable collectibles.
Where to Find Memorabilia
Diet Coke memorabilia can be found at a variety of places, including:
- Online marketplaces: Websites such as eBay and Etsy are popular destinations for buying and selling Diet Coke memorabilia.
- Antique stores: Antique stores often carry vintage Coca-Cola items, including Diet Coke memorabilia.
- Collector's shows: Collector's shows and conventions are great places to find rare and unique Diet Coke items.
- The Coca-Cola Store: The official Coca-Cola Store offers a range of Diet Coke merchandise, including apparel, collectibles, and accessories.
Diet Coke Today
Diet Coke remains one of the most popular soft drinks in the world, with a loyal following and a strong brand identity. The brand continues to evolve, with new flavors and packaging designs being introduced to appeal to changing consumer tastes.
Designer Collaborations
Coca-Cola has collaborated with renowned designers such as Karl Lagerfeld to create limited-edition Diet Coke bottles, further enhancing the brand's image and appeal.
Supporting Charitable Causes
Coca-Cola has also used Diet Coke to support charitable causes, such as The Heart Truth campaign, raising awareness and funds for women's heart health education and research.
A Lasting Legacy
Diet Coke's success story is a testament to the power of innovation, strategic marketing, and a deep understanding of consumer preferences. The brand's rich history and vibrant memorabilia market ensure that Diet Coke will continue to be a beloved and iconic beverage for generations to come.
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