Just for the taste of it!
The current Diet Coke Logo was adopted in 2007
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Diet Coke was first introduced in the United States on August 9, 1982, the first new brand since 1886 to use the Coca-Cola trademark. It was launched in the UK in 1983 with the slogan, ‘Just for the taste of it!’
The soft drink celebrates its 30th anniversary this year and has put the occasion at the heart of its marketing with a campaign once more targeted at female consumers through activity based on the ‘empowerment of women’.
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‘We wanted to celebrate not just the brand but also the women who have been with us for 30 years,’ said Olivier Geyer, Diet Coke director for north-west Europe and the Nordic region. ‘We have tried to make sure it is not the past but a very contemporary execution. [It] showcases female empowerment and camaraderie.’
As part of the celebrations, Diet Coke unveiled a new ad on its Facebook page at 11.30am on Monday 28th Jan (the time in the original ad.) The ad features the Etta James track 'I Just Want to Make Love to You', used in Diet Coke's famous 1994 ad, which introduced the Diet Coke break man. This time a British model, Andrew Cooper, has been chosen to bare his torso to female admirers as ‘The Gardener’, the first new ‘hunk’ since 2007. The new ad will air on TV from March as part of an integrated campaign.
The launch of the high-profile campaign comes weeks after parent firm Coca-Cola launched a two-minute ad in the US in its first direct push to tackle the issue of obesity. |
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Coca-Cola Company originally refused to release a diet soda with the Coca-Cola name, fearing that its flagship brand might suffer. But after the success of its rivals Tab and sugar-free Pepsi (launched in 1964) became clear, Coca-Cola decided to launch a competing sugar-free brand under the Coca-Cola name. Using an entirely different formula rather than a modified form of the Coca-Cola recipe, the company capitalised on the markets of people who require low sugar diets, such as diabetics and people concerned with calorie intake. In the UK, a 330 ml can of Diet Coke contains around 1.3 calories compared to 142 calories for a regular can of Coca-Cola.
You can also view a great selection of Diet Coke commercials that were entered into the British Television Advertising Awards (now British Arrows) here:
Diet Coke TV commercials |
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