Diet Coke, despite debates about its health benefits, has cemented its place in popular culture, extending its reach far beyond the beverage aisle. This article explores the journey of Diet Coke, looking at its memorable advertising campaigns to its surprising connections with the fashion world, and its presence on clothing.
The "Diet Coke Break" Phenomenon
One of the most significant factors in Diet Coke's cultural impact is undoubtedly the "Diet Coke Break" advertising campaign. Launched in 1994, this series of six television commercials (running until 2013) became iconic for subverting traditional gender roles.
A Refreshing Twist on Objectification
Each "Diet Coke Break" advert featured a group of women admiring an attractive man, often while he was working and removing his shirt. This was accompanied by a version of the song "I Just Want to Make Love to You." The first commercial, which premiered in the US in 1994, starred Lucky Vanous as a construction worker taking his "Diet Coke break." The success of this advert caught The Coca-Cola Company by surprise.
Expanding the Hunk Roster
In 1997, two more adverts were released. "11.30 Appointment" featured women in an office lusting after a window cleaner, played by Robert Merrill, while "Dispenser" showcased a delivery man as the object of their attention.
A Hiatus and a Return
After a 10-year break, the campaign returned in 2007 with a new advert called "Lift". This commercial aimed to re-engage Diet Coke's female consumer base. "Lift" depicted women intentionally trapping themselves in an elevator to be rescued by an attractive technician.
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The Final "Break"
The last "Diet Coke Break" advert, "Gardener," was released in 2013 and starred Andrew Cooper as a hunky gardener. In this commercial, a group of women watch the gardener as he mows the grass. One woman playfully rolls a can of Diet Coke to him, resulting in the soda fizzing all over him when he opens it. The women laugh, prompting the gardener to remove his T-shirt, revealing his muscular torso.
Legacy and Controversy
The "Diet Coke Break" campaign is remembered as one of the earliest examples of swapping gender roles in advertising. It has been described as "much loved" and "truly iconic." However, the campaign also faced criticism, with some arguing that the adverts were sexist towards men. "Dispenser" was even pulled off the air in Canada due to concerns that it was demeaning to men.
Parodies and Homages
The impact of the "Diet Coke Break" campaign is evident in the parodies and homages it has inspired. In 1999, an advert for John Smith's beer parodied "11.30 Appointment," featuring a topless version of their mascot being lifted past an office window. In 2019, Vauxhall Motors parodied Diet Coke Break to promote their new Astra Light model. The campaign was also referenced in an episode of the British sitcom "The IT Crowd."
20th Anniversary Celebration
To celebrate the 20th anniversary of the first "Diet Coke Break" advert, a multimedia marketing campaign was launched in 2014, spanning television, radio, print, and social media.
Diet Coke and the World of Fashion
Beyond advertising, Diet Coke has cultivated a surprising and enduring relationship with the fashion industry.
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Designer Collaborations
In 2013, renowned designer Marc Jacobs collaborated with Coca-Cola to create special edition Diet Coke bottles. To commemorate the brand's 40th anniversary, Diet Coke appointed Kate Moss, a model known for her work with Chanel and Calvin Klein, as its creative director. Moss has showcased a retro-style aesthetic in her work with the brand, aligning with her reputation as the "queen of vintage."
Diet Coke as a Fashion Statement
The popularity of Diet Coke has extended beyond the beverage itself, with various merchandise and apparel featuring the brand's logo and imagery.
Graphic Tees and Apparel
A wide array of Diet Coke-themed graphic tees and apparel are available, catering to die-hard fans of the beverage. These include designs featuring the iconic Diet Coke can, humorous weight loss affirmations, and collaborations with other brands and franchises.
Holiday-Themed Merchandise
Coca-Cola offers a range of holiday-themed apparel featuring Santa Claus enjoying Coca-Cola products, blending festive cheer with the brand's iconic imagery. These include t-shirts, hoodies, and sweatshirts perfect for holiday gatherings and cozy nights.
Unique Designs and Collaborations
Collaborations with artists and designers have resulted in unique and stylish Diet Coke-themed apparel. These include items like the Diet Coke Ghost Unisex Hoodie and Tee, the Diet Coke Chrome Sweatshirt, and the Diet Coke Love High Waisted Tee.
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Accessories and More
Beyond clothing, Diet Coke's presence in fashion extends to accessories such as charm bracelets, necklaces, hats, and wallets, allowing fans to incorporate the brand into their everyday style.