The Diet Coke Break advertising campaign, a series of six television advertisements that ran from 1994 to 2013, remains a significant cultural touchstone. Used to promote the soft drink Diet Coke, each advert centers around a group of women ogling an attractive man while he works, soundtracked to a version of "I Just Want to Make Love to You". This article explores the history of this iconic campaign, its impact, and the vintage Diet Coke shirts that have become a part of its legacy.
The Genesis of a Sensation
The first commercial premiered on US television in 1994 and starred American actor Lucky Vanous as a handsome construction worker who removes his shirt while taking his "Diet Coke break". The advert was directed by Jeremiah Chechik and written by Lee Garfinkel and was a huge success, catching The Coca-Cola Company by surprise. This initial ad, produced by Lowe & Partners/SMS on a $70 million account, was one of seven television commercials to carry Diet Coke's new "This is refreshment" theme. It depicted a group of women working in an office in a skyscraper, their attention captivated by the construction worker outside.
Expanding the Narrative: Subsequent Advertisements
Despite not initially planning for a sequel, Coca-Cola launched a second Diet Coke Break advert in June the following year. The commercial, titled Magazine, saw Vanous return to his role as the Diet Coke hunk - he portrayed a model brought to life from the pages of a fashion magazine by a woman drinking a Diet Coke.
The campaign returned two years later in 1997 with two new commercials. The first of these was titled 11.30 Appointment, and starred the actor Robert Merrill. The sequence features a group of women arriving at the reception area of an office building, each one for their "11:30 appointment", then sitting in a room with a large window. Another commercial, Dispenser, premiered in the US during the 69th Academy Awards on March 24, 1997, the same year as 11.30 Appointment. As with the previous two commercials, it is set in an office with a female workforce. Dispenser was created by the Milan office of the Leo Burnett Company and had already been introduced into the French and Spanish markets by the time it was released in the US.
A Decade-Long Hiatus and a Modern Revival
After Dispenser, Diet Coke Break commercials went into hiatus for ten years. Following the UK release of Coke Zero in 2006-which was deliberately being marketed at men-the campaign returned with a new advert, Lift, to repromote Diet Coke towards the brand's female consumers. An international search to find a new "hunk" began in 2006. Lift follows three women working in an office. Each carrying a can of Diet Coke, they enter an elevator and intentionally press the emergency call button. A technician (Xavier) sees the women on a CCTV monitor and leaves his post to free them from the elevator.
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The Final Chapter: Gardener
To celebrate the 30th anniversary of the Diet Coke's launch in Europe, the Diet Coke Break campaign returned in 2013 with a sixth and, as of 2020, final advert, titled Gardener. In the commercial, a group of women are sitting in a park drinking Diet Coke and watching an attractive gardener (Andrew Cooper) as he mows the grass. One woman rolls a can of Diet Coke to him, which hits his lawnmower. She gestures to him to drink from the can, which fizzes the soda all over him when he opens it. The women laugh at the gardener, at which he removes his T-shirt, revealing his muscular torso underneath. As the women gape at him in disbelief, the gardener walks away with a smile on his face.
Cultural Impact and Legacy
The Diet Coke Break campaign is remembered as being one of the earliest examples of gender roles being swapped in TV advertising, with women objectifying attractive men, rather than the other way around. It has been described as "much loved" and "truly iconic". To celebrate the 20th anniversary of the first Diet Coke Break advert, a £3.5 million multimedia marketing campaign was launched in 2014. The campaign spanned television, radio, print and social media, and included Gardener returning to British television.
Since it premiered in 1994, the Diet Coke Break campaign has been parodied in adverts for other companies. In 1999, 11.30 Appointment was parodied in an advert for the British beer John Smith's. As in 11.30 Appointment, the advert shows a topless version of John Smith's mascot (the cardboard cut-out "No Nonsense Man") being lifted in a suspended platform past the window of an office boardroom in a skyscraper. In 2019, the car manufacturer Vauxhall Motors also parodied Diet Coke Break to promote their new Astra Light model. The advert begins similarly to Diet Coke Break, with women working in an office excitedly telling each other that it is "Break time" and then gathering at a window. However, rather than gazing at a handsome man, the women are instead watching an Astra Light being driven around a parking lot. The campaign was also referenced in "The Red Door", the fourth episode of the British sitcom The IT Crowd. In the episode, the character Jen distracts a pair of female workers in an office by telling them there is a builder outside taking off his shirt, "like in ads".
Controversy and Criticism
The adverts also generated criticism over whether they were sexist against men. When Dispenser was broadcast in Canada, the national government felt that it was demeaning to men and pulled it off the air. Speaking in 2001 about his part in the Diet Coke Break campaign, Vanous remarked: "I felt very uncomfortable with that role as a sex object." By 2015 it was perceived that the Diet Coke Break campaign did not "represent the values of modern confident women", and the adverts were retired. In their place, a new campaign was launched encouraging women to "regret nothing".
Vintage Diet Coke Shirts: A Tangible Connection to the Past
The Diet Coke Break campaign's popularity has led to a demand for merchandise, particularly vintage Diet Coke shirts. These shirts, often featuring logos and imagery from the 1990s and early 2000s, serve as a tangible connection to the campaign's cultural impact.
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Design and Styles
Vintage Diet Coke shirts come in various designs and styles, reflecting the trends of the eras in which they were produced. Some feature the classic Diet Coke logo, while others incorporate images of the "Diet Coke hunk" from the commercials. Common styles include:
- Classic Logo Tees: These shirts typically feature the Diet Coke logo in its original font and color scheme.
- Character-Based Designs: Some shirts showcase images of Lucky Vanous or other actors who appeared in the Diet Coke Break commercials.
- Slogan Tees: Shirts with slogans like "Diet Coke Break" or "Just for the Taste of It" are also popular among collectors.
Collectibility and Value
The collectibility and value of vintage Diet Coke shirts depend on several factors, including:
- Condition: Shirts in excellent condition, with minimal wear and tear, are generally more valuable.
- Rarity: Limited edition or promotional shirts are often more sought after by collectors.
- Design: Unique or iconic designs can also increase a shirt's value.
Where to Find Vintage Diet Coke Shirts
Vintage Diet Coke shirts can be found at various locations, including:
- Online Marketplaces: Websites like eBay, Etsy, and Depop are popular platforms for buying and selling vintage clothing.
- Thrift Stores: Local thrift stores and consignment shops can be a good source for finding affordable vintage shirts.
- Vintage Clothing Stores: Specialty vintage clothing stores often carry a curated selection of retro items, including Diet Coke shirts.
The Evolution of Diet Coke's Marketing Strategy
The shift away from the Diet Coke Break campaign reflects a broader evolution in Diet Coke's marketing strategy. As societal attitudes towards gender roles and advertising have changed, the brand has sought to adapt its messaging to resonate with contemporary consumers. The "Regret Nothing" campaign, launched in 2015, represented a move towards empowering women and celebrating their individuality.
In 1982 Diet Coke was introduced as Coca-Cola’s first diet soda. It has a light and sweet taste without the calories of most sodas. Diet Coke has proven to be an appealing choice for those watching their caloric intake or trying to maintain a healthier lifestyle. In 1982, Diet Coke debuted, marking Coca-Cola's foray into the diet soda market. Boasting a light and sweet flavor without the caloric baggage of its sugary counterparts, Diet Coke quickly became a favorite among health-conscious consumers. This success was partly attributed to its "Just for the Taste of It" slogan, which effectively countered the perception that diet sodas compromised on taste.
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However, Diet Coke is canning its venerable “Just for the Taste of It” slogan on New Year’s Day, changing the catchwords for the first time since the low-calorie soda debuted in 1982. The new slogans will be “Taste It All” and “One Awesome Calorie,” the Atlanta-based Coca-Cola Co. confirmed Tuesday. Both will be emblazoned on Diet Coke cans and bottles and will form the basis of a new advertising campaign, Coke spokesman Randy Donaldson said.