The Oval Office, a symbol of presidential power, often reflects the personal preferences of its occupant. From call buttons to summon aides to favorite beverages on demand, presidents have historically personalized the space to suit their needs and tastes. One such example is the "Diet Coke button," a feature that gained notoriety during Donald Trump's presidency.
Early Precedents: Call Bells and Valet Buttons
Before the era of readily available soft drinks, presidents had other means of summoning assistance. In the mid-1800s, a system of call bells was installed in the White House for staff communication. This was followed by a battery-operated device that allowed the President to call on staff. An 1881 letter written by White House disbursing agent William H. Betty C. mentions this system.
An early anecdote from 1889 describes President Benjamin Harrison's grandson pushing a call button on the President's desk, as recounted in Mary S. Lockwood's "Historic Homes in Washington; its noted men and women." Lyndon Johnson was known to have a series of buttons, or keys, to summon different drinks to the Oval Office, Cabinet Room, and "Little Lounge," a room adjacent to the Oval Office. In the Oval Office, the keys were on the table behind the president's desk.
Several presidents, including Dwight Eisenhower and John F. Kennedy, had buttons or switches installed in their desks to activate recording devices attached to microphones in the room.
The modern version of the call button, housed in an approximately 9 by 3 inch (20 by 8 cm) wooden box, has been present since at least the George W. Bush presidency. The box is often marked with a golden presidential seal.
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The Trump Era: A Button for Instant Refreshment
Donald Trump's fondness for Diet Coke is well-documented. During his presidency, a button on the Resolute desk became synonymous with his penchant for the beverage. This button, when pressed, would summon a White House staff member to deliver a Diet Coke to the President.
The existence of the "Diet Coke button" was widely reported by various news outlets. It became a symbol of Trump's personal touch within the Oval Office and a source of amusement and commentary. Some reports even suggested that visitors were intrigued and slightly nervous when Trump pressed the button.
A Quirky Symbol of Presidential Preference
The "Diet Coke button" is more than just a means of obtaining a soft drink. It represents the ability of a president to personalize the Oval Office and reflects their individual tastes. It also highlights the unique aspects of a president's personality.
The Broader Context: Diet Coke's History and Marketing
The story of the "Diet Coke button" also intertwines with the history and marketing of Diet Coke itself. Introduced in July 1982, Diet Coke was the result of a project initiated by Coca-Cola planning manager Jack Carew in the summer of 1980. The goal was to create a "diet" version of Coca-Cola, an idea that had been considered for two decades.
Extending the Coca-Cola Trademark to another brand was initially a concern. However, with the company facing economic challenges, Diet Coke was deemed a top priority. The project was kept strictly secret, with only a select few senior executives aware of its existence.
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Despite concerns about cannibalizing TaB, the company's existing diet soda, Diet Coke was seen as the right product for the growing diet market. The Diet Coke team believed it would attract consumers from competing brands and increase Coca-Cola's overall brand value.
The team debated various names, including "Sugar Free" and "Light," but ultimately decided on "Diet Coke." The name was considered the most straightforward way to convey the brand's promise of taste without sugar or calories.
The initial can design featured bold red letters against a white background with diagonal pinstripes. Coca-Cola USA invested heavily in marketing the brand, recognizing its potential.
The launch of Diet Coke was carefully orchestrated, with six lead markets selected for the debut. A high-profile press conference was held in New York City on July 8, 1982, generating significant awareness even before the product hit shelves.
Diet Coke's first TV commercial aimed to establish the brand's unique identity. The spot was filmed at Radio City Music Hall in New York and featured the Rockettes.
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By the end of 1983, Diet Coke had become the No. 1 diet soft drink and the top soft drink brand among women. It continued its success, eventually surpassing 7UP and Pepsi to become the No. 3 soft drink in the United States.
From the Oval Office to Popular Culture
The "Diet Coke button" has become a pop culture symbol, representing presidential power, personal preferences, and even a bit of presidential quirkiness. Its presence in the Oval Office during Trump's presidency sparked conversations and commentary, further solidifying its place in the public consciousness.
Reinstalling the Button
Upon returning to the White House, President Trump reinstated the Diet Coke button on the Oval Office’s Resolute desk. Alongside other personalized changes to the iconic space, the reinstallation of the button highlights Trump’s return to the White House in characteristic style. This unique feature comes as Coca-Cola commemorates his second inauguration with a special-edition Diet Coke bottle, underscoring the president’s well-known affinity for the drink.
A Commemorative Bottle
Earlier this year, Coca-Cola CEO James Quincey presented Trump with a commemorative inaugural Diet Coke bottle. The limited-edition bottle, which bears Trump’s name, the White House, and the date of January 20, 2025, will not be available for sale. According to Coca-Cola, a small quantity of the bottles will be distributed to the White House and select inauguration events.