Learn about the history of Diet Coke’s reputation, from its rising popularity in the 80s and 90s to its 2000s decline, to its current resurgence. Find out how you can leverage customer perception.
Diet Coke’s reputation over the years
How Coca-Cola is using Diet Coke’s new reputation to its advantage
How you can leverage your brand’s reputation
“Your reputation precedes you.” It’s a common phrase when talking about people, but it also fits for brands. Chances are, if someone is familiar with your brand, they have either positive or negative preconceived notions and opinions about your products, services, and even business or marketing strategies.
So, how do you use this reputation to your advantage, especially when it’s a collective opinion across many consumers? Learn how Diet Coke’s reputation has changed over the years and how it’s embracing its current notoriety.
In 1982, when Diet Coke was introduced, it was the first new brand Coca-Cola released since its titular soda was created almost a century earlier. It was a sugar-free and low-calorie diet soda that contained artificial sweeteners instead of sugar, appealing to consumers who wanted a Coke without the sugar. It was originally called “TaB,” until Coca-Cola realized it would be better marketed as “Diet Coke,” an alternative to sugary soda as opposed to a completely different product. This name change was largely inspired by “Diet Pepsi,” which was rising in popularity.
Diet Coke’s popularity rose in the 80s and 90s, particularly with those who had diabetes or were more focused on watching their calorie intake. But it didn’t stay that way. Sales decreased throughout the early 2000s, and Diet Coke hit their lowest figures since 1995 in 2013. It lost 4.2% in sales volume in 2016. Consumers were opting for “healthier” drinks, such as matcha, nut-milk lattes, and even bottled water. What once had a good reputation for being the “healthy” option became considered “unhealthy,” with consumers claiming diet soda to actually be worse than sugary soda due to the alleged harmful chemicals inside.
But now, in the 2020s, Diet Coke is “so back.” This time, its bad reputation is what’s making it popular. In fact, many Gen Z and Millennial Diet Coke lovers are calling it a “fridge cigarette,” meaning it’s bad for you but it’s addictive, like a cigarette. The drink is nostalgic and aesthetic, cool, indie and a “guilt free” alternative to many other popular beverages.
With Gen Z and Millennials at the forefront of Diet Coke’s resurgence, they’ve adjusted their marketing tactics to speak to these groups. A quick scroll through their Instagram page will show you pop culture references, social media humor and memes, and content made to be relatable for these generations of consumers. Because drinking Diet Coke is no longer casual; it assigns someone certain personality traits that come with being a fan of the brand. Content creator and Diet Coke lover Alex Teri told Byrdie: “Saying you're a Diet Coke person instantly [communicates] that you're funny, self-aware, a little nostalgic, a little chaotic, and extremely committed to the small joys that get you through the day."
On social media, Diet Coke is also leaning into user-generated content and influencer marketing, sharing content made by popular creators who are known for their Diet Coke “obsessions.” The brand is also taking its popularity off social media, with clever campaign partnerships like The Laundry Room, where they launched a clothing line of hoodies, sweats, and tees with Diet Coke’s branding.
Through various marketing tactics, Diet Coke is taking an approach tailored to its number one fans. And as a result, they’re creating brand evangelists who are pushing their product to the next level.
Reputations shift, but while yours is working for you, use it. If your marketing doesn't reflect how your audience actually sees you, you're leaving money on the table. Take a page from Diet Coke’s book and see how you can leverage your brand’s reputation:
Whether your brand is riding high on a wave of positive feedback or is navigating a change in public perception, there's always an opportunity to meet your audience where they are and turn that reputation into momentum. Diet Coke proves that even a “bad” reputation can be fruitful, even when consumers are comparing your product to cigarettes.