Diet Coke, known as Coca-Cola Light in some markets, is a sugar-free, low-calorie soda produced and distributed by the Coca-Cola Company. Introduced on July 8, 1982, it was the first new brand to use the Coca-Cola trademark since the company's inception in 1886. 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 (then West Germany) have used the Coca-Cola Light name since the beginning.
The Origins of Diet Soda
The history of diet soda dates back to 1952 when Hyman and Morris Kirsch created No-Cal, a sugar-free soda for patients with diabetes and cardiovascular problems at the Jewish Sanitarium for Chronic Disease in Brooklyn. No-Cal, originally available in ginger ale and black cherry flavors, quickly gained popularity and expanded into more flavors.
Coca-Cola 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. Its rival Pepsi had no such qualms, and after the long-term success of its sugar-free Diet Pepsi (launched in 1964) became clear, Coca-Cola decided to develop a competing sugar-free brand under the Coca-Cola name that could be marketed more easily than Tab.
The Birth of Diet Coke
Coca-Cola began developing a different diet cola to replace Tab from 1975, which would have a renewed brand image and respond to the demand for a diet drink with better taste. The company's president, Roberto Goizueta, decided that high-fructose corn syrup would be used in regular Coke by 1980. Behind the scenes, researchers had been working for more than two years to formulate a new low-calorie soft drink worthy of sharing the Coca‑Cola name.
The decision to launch Diet Coke was not without risk. TaB was the moneymaker at the time, so if Diet Coke turned out to be a disappointment, the company would seriously complicate its future. Diet Coke was pegged a top priority. “It was an entrepreneurial, cloak-and-dagger operation in the purest sense,” said Jerry Bell, who worked with Carew in the Planning Department.
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Coca-Cola held a high-profile press conference in New York City on July 8, 1982. A week later - before the first case had been delivered - 75 percent of the area population was aware of Diet Coke’s imminent introduction. Diet Coke’s first TV commercial had to define the character of the brand and make a bold statement. The spot was filmed on July 29, 1982 at Radio City Music Hall in New York after a gala event for bottlers and key customers.
Diet Coke's Rise to Popularity
Following its launch, Diet Coke/Coca-Cola Light became wildly successful and a cultural status symbol to some. By the end of 1983, Diet Coke was the No. and the top soft drink brand among women. At the end of 1984, Diet Coke displaced 7UP as the No. behind Coca‑Cola and Pepsi - a position it held until the end of 2010 when it overtook Pepsi. In the United States, Diet Coke held a market share of 11.7% in 1991 according to Beverage Digest. In the year 1992, the product was available in 117 markets worldwide with a unit case volume of 1.25 billion.
Packaging and Design Evolution
The first bottles were created in 1899 and had metal stoppers. By the '50s, the shape of the Coke bottle evolved into the one we know today. The first Coke can was introduced to the public in 1960.
The drink's all-silver can color, which has been in use since 1997, has been considered iconic and a distinctive design. In 2005, the packaging got an update. M5 stands for "Magnificent Five." These five aluminum bottles represented a clear pivot in Coca-Cola's marketing strategy. Since the M5 bottles were so successful, Coca-Cola decided to roll out the aluminum bottles on a more permanent basis.
Sweeteners and Formulations
The original variety was sweetened with aspartame, an artificial sweetener that became available in the United States in 1983. Early on, to reduce costs, this was blended with saccharin. After Diet Rite cola advertised its 100 percent use of aspartame, Coca-Cola switched the formula to 100 percent aspartame.
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In 2005, under pressure from retailer Walmart, the company released a new formulation called "Diet Coke sweetened with Splenda". Sucralose and acesulfame potassium replaced aspartame in this version.
Marketing and Advertising
Coca-Cola has used various slogans throughout Diet Coke's history to advertize the product, both in the United States and internationally. Coca-Cola used 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. From 2010 to 2014, "Stay Extraordinary" was the main slogan in use. Coca-Cola launched the "You're on" campaign in 2014. Later that year, "Get a Taste" was introduced, asking the question "what if life tasted this good?". 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.
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. Coca-Cola did the most iconic thing: They created the Diet Coke Break Hunk Commercial, which became the staple of all Diet Coke commercials moving forward. The first hunk commercial aired in 1996, and Coca-Cola quickly followed with two more in ‘97 and ‘98.
Cultural Impact and Endorsements
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.
Variations and Flavors
Over the years, Coca-Cola has introduced several variations of Diet Coke, including:
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- The original variety.
- Diet Coke without the caffeine.
- Diet Coke with a vanilla flavor.
- A version that was sweetened with Splenda.
- Diet Coke with a combination of Ginger and Lime flavors.
- Diet Coke with a Mango flavor.
- Diet Coke with a Blood Orange flavor, similar to Coca-Cola Light Sango.
- Diet Coke with a combination of Ginger and Lemon flavors.
Diet Coke vs. Coke Zero
Partly because of marketing reasons, connected to the public perception of the word "diet" and what it stands for, Coca-Cola launched Coca-Cola Zero as another sugarless cola product in 2005. While they both report no calories or sugar, Diet Coke has always tried to be its own beverage.
Coke Zero offers a sugar-free alternative for men who wouldn’t want to be caught drinking a Diet Coke as it would look too feminine. There even is a term for this: “gender contamination”.
Controversies and Health Concerns
As one of the most intensively scrutinized food additives, the safety of aspartame has been studied since its discovery. Aspartame has been deemed safe for human consumption by the regulatory agencies of many countries. Nevertheless, since its inception the drink has been scrutinised by some with claims that it is harmful in various ways, such as that it can dehydrate and increase food cravings. Recent headlines suggest that one of the ingredients (Aspartame) is possibly linked to cancer.
Recent Trends and Challenges
Since 2005, sales for all diet sodas have been down 34%. In 2016, Diet Coke alone lost 4.2% in sales volume. The controversy around artificial sweeteners at the time could be the reason.
One I’d like to point out here is the “Love what you love” commercial with Kate Moss. A clear indicator that 90s skinny chic is back…But what else is back is the Diet Coke Break, without the Hunk, but with Gen Z and Millennials. Gen Z’s version of the smoke break is a ‘Diet Coke break,’ and it’s providing them with a slice of corporate escapism. Even Coca-Cola itself is leaning into this resurgence with the “Diet Coke Breaks, inspired by you” campaign.
The Mystery of the Missing Cans
There is no other drink I can think of that has the same nostalgic and calming effect as Diet Coke. The supermarket didn’t have any. The shelf was filled with Coke Zero, tons of it. But not one can or a small bottle of Diet Coke. Nada. And die hard fans know: Diet Coke and Coke Zero aren’t the same.
Coca-Cola Light in the 0.33 L can has not been part of our product range in Germany since the end of March 2022. Good news: Coca-Cola Light will continue to be available in PET single-use, PET reusable, and glass reusable bottles.” For unknown reasons, the “why”-question was ignored.