Diet Coke, also known as Coca-Cola Light in some regions, is a sugar-free and low-calorie diet soda produced and distributed by the Coca-Cola Company. Since its launch on July 8, 1982, it has become a wildly successful brand and a cultural status symbol. This article explores the history of Diet Coke, with a particular focus on its presence in glass bottles and its cultural impact.
The Origins of Diet Coke
The Coca-Cola Company had a long-standing policy of using the Coca-Cola name only on its flagship cola. Therefore, its diet cola was named Tab when it was released in 1963. However, after the long-term success of its sugar-free Diet Pepsi (launched in 1964), Coca-Cola decided to develop a competing sugar-free brand under the Coca-Cola name.
Diet Coke is an entirely different recipe than classic Coke. According to Steve Norcia, Coca-Cola wanted to make it clear that Diet Coke was a new product no one had ever seen before.
The Rise of Diet Coke
Within two years of its launch, Diet Coke had "displaced 7UP as the No. 1 diet soft drink". In 1991, Diet Coke held a market share of 11.7% in the United States and was available in 117 markets worldwide, with a unit case volume of 1.25 billion in 1992.
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.
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The Iconic Glass Bottle
The Coca-Cola bottle is one of the most famous shapes in the world, with its iconic contour fluted lines. Renowned as a design classic, it has been celebrated in art, music, and advertising.
In 1899, two Chattanooga lawyers, Joseph Whitehead and Benjamin Thomas, negotiated the rights to bottle Coca-Cola. By 1920, over 1,200 Coca-Cola bottling operations were established. The bottles used in those days were simple straight-sided bottles that were typically brown or clear. The Coca-Cola Company required that the bottlers emboss the famous Coca-Cola logo onto every bottle.
In 1915, the bottlers put out a call for a new design, one so distinctive that one could recognize it if it were in pieces on the ground or by feeling it in the dark. The Root Glass Company received the brief and had a meeting to begin working on their design. The team came across an illustration of a cocoa bean that had an elongated shape and distinct ribs, and they had their shape.
On April 26, 1915, the Trustees of the Coca-Cola Bottling Association voted to expend up to $500 to develop a distinctive bottle for Coca-Cola. The contract called for the bottles to be colored with “German Green,” which was later called “Georgia Green” in homage to the home state of The Coca-Cola Company.
Even though the bottle had gone into production in early 1916, not all bottlers immediately jumped to change out their glass stock. For many bottlers, the glass bottles were the most expensive portion of their business, and they needed to be convinced to make the change. The company began to do that with national advertising featuring the exclusive bottle.
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The "It's Mine" Program and Limited-Edition Bottles
Package design is a powerful driver of a product’s success or failure. To win in the beverage aisle, brands must make creative package design their No. 1 priority and use it to strengthen consumer perceptions and convert more purchases at shelf.
On Feb. 1, Coca-Cola rolled out its new Diet Coke IT’S MINE program that is a continuation of the brand’s Get A Taste campaign. The program included the introduction of the Diet Coke 12-ounce glass contour bottle for a limited time. First, Diet Coke created 36 ‘base’ designs inspired by the bubbles, fizz, taste, and spirit of Diet Coke. Then, through HP’s software, the base designs were used to automatically create millions of entirely new graphics.
In addition to the Diet Coke 12-ounce glass bottles, a select number of patterns also were available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12-ounce and 16- ounce cans, and 500 mL and 20-ounce PET bottles.
From Feb. 8 through March 31, fans nationwide could take part in the fashion house experience by entering the IT’S MINE sweepstakes. Fans who shared a photo of their new look for the season, paired with their IT’S MINE Diet Coke, and used the hashtag #ITSMINEsweepstakes were entered for a chance to win $10,000 worth of wardrobe must-haves hand-picked by Goreski, plus a year’s supply of Diet Coke.
Diet Coke and Pop Culture
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.
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Andy Warhol is the artist most known for using the Coke bottle in art. His use of the bottle in his 1962 show, The Grocery Store, cemented the “pop art” movement and enshrined the bottle as a favorite of succeeding generations of artists.
Diet Coke Flavors and Variations
Coca-Cola has introduced several variations of Diet Coke over the years, including:
- Diet Coke without caffeine
- Diet Coke with vanilla flavor
- Diet Coke sweetened with Splenda
- Diet Coke with Ginger Lime
- Diet Coke with Mango
- Diet Coke with Zesty Blood Orange
- Diet Coke with Ginger Lemon
Slogans and Marketing Campaigns
Coca-Cola has used various slogans throughout Diet Coke's history to advertise the product, both in the United States and internationally. From 2010 to 2014, "Stay Extraordinary" was the main slogan in use. In 2014, Coca-Cola launched the "You're on" campaign. Later that year, "Get a Taste" was introduced. 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.
The Composition of Diet Coke
Diet Coke differs from Coca-Cola by having a higher amount of caffeine. The most commonly distributed version of Diet Coke uses aspartame as a sweetener. Aspartame has been deemed safe for human consumption by the regulatory agencies of many countries.