Diet Pepsi, known in some countries as Pepsi Light, is a sugar-free alternative to Pepsi, sweetened with artificial sweeteners. Since its launch, Diet Pepsi has leveraged advertising to build its brand, creating memorable commercials that have resonated with audiences for decades. This article explores the history of Diet Pepsi commercials, highlighting iconic campaigns, celebrity endorsements, and the evolution of advertising strategies.
Early Days and the Rise of Diet Pepsi
Diet Pepsi was first introduced in the United States in 1963 under the name Patio Diet Cola. The following year, it was rebranded as Diet Pepsi, becoming the first diet cola to be distributed nationally in the United States. This launch coincided with changing dietary habits and preferences among Baby Boomers.
In the 1960s, Diet Pepsi faced competition from Tab, produced by Coca-Cola, and Diet Rite from RC Cola. The Cola Wars intensified in 1982 with the arrival of Diet Coke.
Celebrity Endorsements: A Key to Success
Diet Pepsi has consistently partnered with celebrities to promote its brand. These endorsements have played a crucial role in shaping the image of Diet Pepsi and appealing to a wide range of consumers.
Michael J. Fox and the 1980s
One of the most iconic celebrity advertising campaigns of the 1980s featured Michael J. Fox. In 1985, Fox was at the peak of his popularity, starring in "Family Ties," "Teen Wolf," and "Back to the Future." Pepsi reportedly paid Fox $5 million to appear in its commercials, and he became the face of Diet Pepsi for the next five years.
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Fox starred in a series of Diet Pepsi commercials that aired during the Super Bowl from 1986 to 1990:
- 1986: The first commercial aired during Super Bowl XX.
- 1987: Known as "New Neighbors" or "Apartment 10G," this commercial featured Gail O'Grady, who later starred on "NYPD Blue." Fox's character borrows a Diet Pepsi from his new neighbor, leading to an adventure to satisfy her request.
- 1988: In "Mad Dog," Fox and Jami Gertz are chased by a dog while trying to buy Diet Pepsi at a gas station.
- 1989: This commercial featured Fox creating a robot clone of himself and co-starred Lori Loughlin, best known for her role as "Aunt Becky" on "Full House." Dream Quest Images used techniques like a look-alike actor wearing a plastic mask of Fox's face and "motion control" to create the special effects.
- 1990: Fox stumbles out of the opera to find the concession stand out of Diet Pepsi.
Ray Charles and the "Uh-Huh Girls" in the 1990s
In the 1990s, Ray Charles became the face of Diet Pepsi. His commercials solidified the tagline "You got the right one, baby!" as a part of popular culture.
An advertisement featuring Ray Charles performing "You Got the Right One, Baby" with the backing vocals of the "Uh-Huh Girls" (a trio of women) debuted at the 1990 Super Bowl. The ad was a hit, and the tagline became widely recognized. The success of the campaign came as a complete surprise. Alfred Merrin and jingle writer Peter Cofield created the commercial and jingle, with Peter adding "baby" to the tagline to suit Ray Charles's voice.
Pepsi also placed life-size cutouts of Ray Charles and the Raylettes in supermarkets, offering picture opportunities for customers.
Cindy Crawford: The Supermodel Era
Supermodel Cindy Crawford became a recurring celebrity endorser for Diet Pepsi in the early 1990s. Her first commercial, which aired in 1991, showed her buying a can of Diet Pepsi from a vending machine on a hot summer day.
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Other Notable Celebrity Endorsements
Throughout the years, Diet Pepsi has partnered with other high-profile stars:
- Lionel Richie
- Tina Turner
- David Bowie
- Britney Spears
Slogans and Taglines: Evolution of a Brand Message
PepsiCo has introduced many slogans for Diet Pepsi throughout its history. Some of the most memorable include:
- "You got the right one, baby!" (1990s, featuring Ray Charles)
The Pepsi Challenge: A Bold Marketing Tactic
One of the Cola Wars campaigns that stood out was the Pepsi Challenge. This campaign involved blind taste tests where ordinary people were asked to choose between Pepsi and Coke. While Pepsi often won these challenges (unsurprisingly, given it was a Pepsi campaign), it generated significant buzz and challenged Coca-Cola's dominance.
International Expansion and Adaptations
As Pepsi expanded internationally in the 1990s, advertising efforts were adapted for different markets. In India, the campaign "Yehi hai right choice, Baby" became wildly popular.
Changes in Sweeteners and Formulas
Over the years, the sweetener used in Diet Pepsi has changed. The original drink used saccharin. Later, aspartame was used. In 2013, Pepsi switched to sucralose, but this change was not well-received by customers. Diet Pepsi has also experimented with different flavors, such as wild cherry, vanilla, lemon, and lime.
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Pepsi Max, a low-calorie Pepsi product, was a hit in the U.K. before Diet Pepsi was launched in the United States. Pepsi Max contains acesulfame potassium, which kept it out of America for more than a decade. Pepsi Max was first sold in America in 2007, 14 years after its debut in Australia, the U.K., and Italy.
Packaging and Logo Evolution
The packaging and logo of Diet Pepsi have evolved since its introduction. In October 2008, PepsiCo redesigned its logo, with the blue and red Pepsi Globe logo becoming a series of "smiles."
Diet Pepsi Today
Diet Pepsi continues to be a popular choice for those seeking a sugar-free cola option. While it is represented worldwide as a low- or no-calorie beverage, the ingredients may vary by country. PepsiCo continues to innovate with new flavors and marketing campaigns to maintain Diet Pepsi's relevance in the ever-competitive beverage market.
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