Diet Coke, known in some markets as Coca-Cola Light, is a sugar-free and low-calorie diet soda produced and distributed by The Coca-Cola Company. Unveiled on July 8, 1982, it was the first new brand since the company's creation in 1886 to use the Coca-Cola trademark. Diet Coke has capitalized on markets of people who require low sugar regimens, such as diabetics and people concerned with calorie intake. Since its inception in 1982, Diet Coke has been the product name in the United States and a number of other countries. Other countries, such as 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.
Coca-Cola has used various slogans throughout Diet Coke's history to advertise the product, both in the United States and internationally. These slogans have played a significant role in shaping the brand's identity and resonating with consumers.
Early Slogans and Their Impact
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 1982, Coca-Cola launched Diet Coke, accompanied by 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. This slogan, with its emphasis on erasing the perception that diet sodas don’t taste as good as sugared drinks, has been credited with helping Diet Coke make a rapid rise to one of the world’s best-selling beverages. It became synonymous with the brand and helped establish Diet Coke as a popular choice.
The "Just for the Taste of It" campaign was successful. It helped Diet Coke become one of the most successful diet sodas in history.
Other early slogans included:
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- "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 one calorie-focused messaging helped Diet Coke dominate the diet soda market and become linked to fitness culture.
- "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.
Evolution of Slogans: Targeting Different Demographics
As Diet Coke evolved, so did its slogans. The brand began to target different demographics with its marketing campaigns. 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.
- "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.
- "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.
Recent Campaigns and Cultural Impact
Diet Coke has had a significant cultural impact, including links with healthiness and wellness but also negative connotations in regards to body image. It has achieved high popularity in certain circles with loyal fans, including in popular culture. Victoria Beckham, Dua Lipa and Bill Clinton are known fans of the drink, and Donald Trump notably has a dedicated button for Diet Coke in his presidential office. The drink has been known to be the choice of "it girls", and has been popular in the fashion scene.
- "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.
Diet Coke Around the World
While "Diet Coke" is the primary name in the United States, the brand is known as "Coca-Cola Light" in many other countries, including Germany, most of Europe, the Middle East, Latin America, and Asia. The slogans used in these regions often reflect local culture and language.
Coca-Cola's Broader Slogan History
Throughout the years, the slogans used in advertising for Coca-Cola have reflected not only the brand, but the times. Other slogans have concerned our sales figures, such as "Three Million a Day" from 1917 or "Six Million a Day" from 1925. In 1985, the introduction of a new taste of Coca‑Cola (commonly called new Coke® ) and the reintroduction of Coca‑Cola classic and the original formula led to multiple slogans. Some advertisements themselves rise to the level of memorable slogans.
Here's a glimpse at some of Coca-Cola's historical slogans:
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- 1886 - Drink Coca‑Cola
- 1904 - Delicious and Refreshing
- 1905 - Coca‑Cola Revives and Sustains
- 1906 - The Great National Temperance Beverage
- 1917 - Three Million a Day
- 1922 - Thirst Knows No Season
- 1923 - Enjoy Thirst
- 1924 - Refresh Yourself
- 1925 - Six Million a Day
- 1926 - It Had to Be Good to Get Where It Is
- 1927 - Pure as Sunlight
- 1927 - Around the Corner from Everywhere
- 1929 - The Pause that Refreshes
- 1932 - Ice Cold Sunshine
- 1938 - The Best Friend Thirst Ever Had
- 1939 - Thirst Asks Nothing More
- 1939 - Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca‑Cola
- 1942 - The Only Thing Like Coca‑Cola is Coca‑Cola Itself
- 1948 - Where There's Coke There's Hospitality
- 1949 - Along the Highway to Anywhere
- 1952 - What You Want is a Coke
- 1956 - Coca‑Cola… Makes Good Things Taste Better
- 1957 - Sign of Good Taste
- 1958 - The Cold, Crisp Taste of Coke
- 1959 - Be Really Refreshed
- 1963 - Things Go Better with Coke
- 1969 - It's the Real Thing
- 1971 - I'd Like to Buy the World a Coke (part of the "It's the Real Thing" campaign)
- 1975 - Look Up America
- 1976 - Coke Adds Life
- 1979 - Have a Coke and a Smile
- 1982 - Coke Is It!
- 1985 - We've Got a Taste for You (for both Coca‑Cola & Coca‑Cola classic)
- 1985 - America's Real Choice (for both Coca‑Cola & Coca‑Cola classic)
- 1986 - Red, White & You (for Coca‑Cola classic)
- 1986 - Catch the Wave (for Coca‑Cola)
- 1987 - When Coca‑Cola is a Part of Your Life, You Can't Beat the Feeling
- 1988 - You Can't Beat the Feeling
- 1989 - Official Soft Drink of Summer
- 1990 - You Can't Beat the Real Thing
- 1993 - Always Coca‑Cola
- 2000 - Coca‑Cola. Enjoy
- 2001 - Life Tastes Good
- 2003 - Coca‑Cola … Real
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