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#Redirect [[Diet coke]]
{{Short description|Diet cola brand}}
{{For|the Pusha T song|Diet Coke (song)}}
{{Distinguish|Coca-Cola Zero Sugar}}
{{More citations needed|date=April 2024}}
{{Use American English|date=February 2022}}
{{Use mdy dates|date=March 2015}}
{{Infobox beverage
| name = Diet Coke
| logo = Diet Coke logo.svg
| logo_size = 200
| image = Diet-Coke-Can.png
| image_size = 150
| caption = A can of Diet Coke
| type = [[Diet soda|Diet]] [[cola]]
| manufacturer = [[The Coca-Cola Company]]
| origin = United States
| introduced = {{start date and age|1982|8|9}}
| color = [[Caramel Color|Caramel]]
| related = [[Coca-Cola]]<br />[[Coca-Cola C2]]<br />[[Coca-Cola Zero Sugar]]<br />[[Tab (soft drink)|Tab]]<br /> [[Diet Pepsi]]<br />[[Pepsi Max]]
| variants = See below
| website = {{url|https://www.dietcoke.com/|dietcoke.com}}
}}
'''Diet Coke''' (also branded as '''Coca-Cola Light''', '''Coca-Cola Diet''' or '''Coca-Cola Light Taste''') is a [[sugar-free]] and low-calorie [[soft drink]] produced and distributed by [[the Coca-Cola Company]]. It contains [[Sugar substitute|artificial sweeteners]] instead of sugar. Unveiled on July 8, 1982,<ref name="dcintr">{{cite news |date=July 9, 1982 |title=Diet Coke introduced |page=6B |newspaper=Wilmington Morning Star |agency=Associated Press |location=North Carolina |url=https://news.google.com/newspapers?id=QQEzAAAAIBAJ&pg=1916%2C2196972 |url-status=live |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20210914175432/https://news.google.com/newspapers?id=QQEzAAAAIBAJ&pg=1916,2196972 |archive-date=September 14, 2021}}</ref> and introduced in the United States one month later,<ref>"[http://tess2.uspto.gov/bin/showfield?f=doc&state=4005:jfulm5.5.3 See First Use in Commerce, Trademark Application, US Patent & Trademark Office] {{Webarchive|url=https://web.archive.org/web/20170429184648/http://tess2.uspto.gov/bin/showfield?f=doc&state=4005:jfulm5.5.3|date=April 29, 2017}}."</ref> it was the first new brand since Coca-Cola's creation in 1886 to use the [[Coca-Cola]] trademark. The product quickly overtook the company's existing diet cola, [[Tab (drink)|Tab]], in sales.


{{Redirect category shell|{{R from miscapitalization}}}}
== History ==
[[File:Logo_of_Diet_Coke_(1982–1987).svg|left|thumb|120x120px|First Diet Coke logo, used from 1982–88]]
When [[Diet drink|diet colas]] first entered the market, beginning with [[Diet Rite]] in 1958, the Coca-Cola Company had a long-standing policy to use the Coca-Cola name only on its [[Coca-Cola|flagship cola]], and so its diet cola was named [[Tab (drink)|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 launch a competing sugar-free brand under the Coca-Cola name that could be marketed more easily than Tab. Diet Coke was launched in 1982 and quickly overtook Tab in sales by a wide margin, though the older drink would remain on the market for decades until Coca-Cola discontinued Tab during the [[COVID-19 pandemic]] along with other of the company's slower-selling drinks in 2020.<ref>{{Cite web |title=PBS NewsHour Weekend Full Episode December 19, 2020 |url=https://www.youtube.com/watch?v=CiNPVV_KQRU |url-status=live |archive-url=https://web.archive.org/web/20220810152725/https://www.youtube.com/watch?v=CiNPVV_KQRU |archive-date=August 10, 2022 |access-date=January 19, 2022 |via=www.youtube.com}}</ref>

Diet Coke is not based on the [[Coca-Cola formula]], but instead on Tab. The controversial [[New Coke]], introduced in 1985, used a version of the Diet Coke recipe that contained [[high-fructose corn syrup]] and had a slightly different balance of ingredients. In 2005, the company introduced [[Coca-Cola Zero]] (renamed Coca-Cola Zero Sugar in 2017), a sugar-free formula more closely based on original Coca-Cola.

In 2005, under pressure from retailer [[Walmart]] (which was impressed with the over-the-counter popularity of [[Splenda]] sweetener), the company released a new formulation called "Diet Coke sweetened with Splenda".<ref>"[http://www.thecoca-colacompany.com/presscenter/newproducts_dietcoke_splenda.html Diet Coke Sweetened with Splenda] {{webarchive|url=https://web.archive.org/web/20100111024321/http://www.thecoca-colacompany.com/presscenter/newproducts_dietcoke_splenda.html|date=January 11, 2010}}." The Coca-Cola Company. 2009. Web. February 9, 2010.</ref> [[Sucralose]] and [[acesulfame potassium]] replaced aspartame in this version. As the formulation was done to mollify one retailer, this variety had little advertising and promotion, as the company preferred to market [[Coca-Cola Zero]] instead. By late 2009, most distributors had stopped distributing the Splenda-formulated Diet Coke.

[[File:English_&_Hebrew_Coke_labels.jpg|thumb|English and Hebrew Coca-Cola labels]]
In 2018, in an effort to be more appealing to [[millennials]], Diet Coke was packaged in a taller, more slender can (of the same volume) and introduced four new flavors.<ref>{{cite magazine |author=Klara, Robert |date=January 10, 2018 |title=Can Diet Coke's New Skinny, Rainbow-Colored Cans Attract the Millennials It Covets? |url=http://www.adweek.com/brand-marketing/can-diet-cokes-new-skinny-rainbow-colored-cans-attract-the-millennials-it-covets/ |url-status=live |magazine=AdWeek |archive-url=https://web.archive.org/web/20180218091236/http://www.adweek.com/brand-marketing/can-diet-cokes-new-skinny-rainbow-colored-cans-attract-the-millennials-it-covets/ |archive-date=February 18, 2018 |access-date=February 17, 2018}}</ref> The cans reverted to the conventional shape a year later.

== Sales ==
Diet Coke and [[Diet Pepsi]] have capitalized on the markets of people who require low sugar regimens, such as [[Diabetes mellitus|diabetics]] and people concerned with calorie intake. In the UK, a 330&nbsp;ml can of Diet Coke contains around 1.3 kilocalories (5 kJ) compared to 142 kilocalories (595 kJ) for a regular can of Coca-Cola.<ref>{{Cite web |title=How many calories are there in a 330ml can of Diet Coke? |url=https://www.coca-cola.co.uk/our-business/faqs/calories-in-330ml-can-of-diet-coke |url-status=live |archive-url=https://web.archive.org/web/20221116051021/https://www.coca-cola.co.uk/our-business/faqs/calories-in-330ml-can-of-diet-coke |archive-date=November 16, 2022 |access-date=November 16, 2022 |website=Coca-Cola UK}}</ref>

== Sweeteners ==
Diet Coke in the US was sweetened with [[aspartame]], an artificial sweetener that became available in the United States in 1983.<ref>{{cite news |date=August 18, 1983 |title=Coke Beginning Aspartame Use |page=D4 |newspaper=New York Times |url=https://www.nytimes.com/1983/08/18/business/coke-beginning-aspartame-use.html |url-status=live |access-date=August 12, 2018 |archive-url=https://archive.today/20170328113424/http://www.nytimes.com/1983/08/18/business/coke-beginning-aspartame-use.html |archive-date=March 28, 2017}}</ref> Early on, to reduce costs, this was blended with [[saccharin]]. After [[Diet Rite]] cola advertised its 100 percent use of aspartame, and the manufacturer of [[NutraSweet]] (then [[G. D. Searle & Company]]) warned that the NutraSweet trademark would not be made available to a blend of sweeteners, Coca-Cola switched the formula to 100 percent aspartame. Diet Coke from fountain dispensers still contains some saccharin to extend shelf life.<ref>{{cite news |author=Ordoñez, Franco |date=March 3, 2005 |title=Suit Alleges Deceit in Fountain Diet Cola Drinks |newspaper=Boston Globe |url=https://www.boston.com/news/local/articles/2005/03/03/suit_alleges_deceit_in_fountain_diet_cola_drinks/ |url-status=live |access-date=August 26, 2008 |archive-url=https://web.archive.org/web/20081007082919/http://www.boston.com/news/local/articles/2005/03/03/suit_alleges_deceit_in_fountain_diet_cola_drinks/ |archive-date=October 7, 2008}}</ref>

According to the Coca-Cola Company, the sweetener blend is "formulated for each country based on consumer preference".<ref>{{cite web |title=FAQs |url=http://www.coca-colacompany.com/contact-us/faqs |url-status=live |archive-url=https://archive.today/20140210200042/http://www.coca-colacompany.com/contact-us/faqs |archive-date=February 10, 2014 |access-date=March 23, 2017 |work=The Coca-Cola Company}}</ref> [[Cyclamate]]s were banned in the US in 1970;<ref>{{Cite web |title=Archived copy |url=http://www.accessdata.fda.gov/ |url-status=live |archive-url=https://web.archive.org/web/20130306123943/http://www.accessdata.fda.gov/ |archive-date=March 6, 2013 |access-date=March 4, 2013}}</ref><ref>{{cite book |last1=Newton |first1=David E |url=https://books.google.com/books?id=F29kaFKuJdMC&pg=PA73 |title=Food Chemistry |date=2009-01-01 |isbn=978-1-4381-0975-6 |pages=73–77|publisher=Infobase }}</ref> in countries where they are permitted Diet Coke or Coca-Cola Light may be sweetened with a blend containing aspartame, cyclamates, and [[acesulfame potassium]].

== Brand portfolio ==
{| class="wikitable"
!Name
!Launched
!Discon{{shy}}tinued
!Notes
|-
|Diet Coke
| style="text-align:center;" |1982
| {{n/a}}
|The first version of [[Coca-Cola]] without [[sugar]]
|-
|[[Diet Coke Caffeine-Free|Caffeine-Free Diet Coke]]
| style="text-align:center;" |1983
| {{n/a}}
|Diet Coke without the [[caffeine]]. It was the first extension of the Diet Coke formula
|-
|[[Coca-Cola Cherry|Diet Cherry Coke/Diet Coke Cherry]]
| style="text-align:center;" |1986
| style="text-align:center;" |2018 (physically)
| Diet Coke with a cherry flavor. Was available in the United States and United Kingdom until it was replaced in both territories with Diet Coke Feisty Cherry in 2018, although remained available for a limited time in the former country via Amazon.com during the time of the new flavor rollout,<ref name="coca-colacompany.com">{{cite web |title=You've Got Questions, We've Got Answers: Diet Coke Relaunch FAQ |url=http://www.coca-colacompany.com/stories/diet-coke-faq |url-status=live |archive-url=https://web.archive.org/web/20180424075802/https://www.coca-colacompany.com/stories/diet-coke-faq |archive-date=April 24, 2018 |access-date=March 15, 2018}}</ref> but has since been discontinued. It still currently remains available from [[Coca-Cola Freestyle]] machines.
|-
|[[Coca-Cola with Lemon|Diet Coke with Lemon]]
| style="text-align:center;" |2001
| style="text-align:center;" |
|Diet Coke with a lemon flavor. Available in several territories.
|-
|[[Vanilla Coke|Diet Vanilla Coke/Diet Coke Vanilla]]
| style="text-align:center;" |2002
| style="text-align:center;" |
|Diet Coke with a vanilla flavor. Available in Hong Kong, New Zealand (only 300mL and 600mL), Australia, Belgium, Canada. Only available in the United States from [[Coca-Cola Freestyle]] machines.
|-
|[[Coca-Cola with Lime|Diet Coke with Lime]]
| style="text-align:center;" |2004
| style="text-align:center;" |
|Diet Coke with a lime flavor.
|-
|[[Coca-Cola Raspberry|Diet Coke Raspberry]]
| style="text-align:center;" |June 1, 2005
| style="text-align:center;" |End of 2005
|Diet Coke with a raspberry flavor. Only Available in New Zealand. Also available through [[Coca-Cola Freestyle]] machines.
|-
|[[Coca-Cola Citra|Coca-Cola Light Citra/Diet Coke with Citrus Zest]]
| style="text-align:center;" |2005
| style="text-align:center;" |2018
|Diet Coke with a lemon and lime flavor. Only available in Mexico and the United Kingdom.
|-
|Diet Coke Sweetened with Splenda
| style="text-align:center;" |2005
| {{n/a}}
|A version that is sweetened with [[Splenda]]. Diet Coke with Splenda contains 2.83&nbsp;mgs of [[caffeine]] per fluid ounce. The drink contains [[acesulfame potassium]] and sucralose; [[aspartame]] was used previously as sweetener.
|-
|[[Coca-Cola Black Cherry Vanilla|Diet Coke Black Cherry Vanilla]]
| style="text-align:center;" |2006
| style="text-align:center;" |2007
|Diet Coke with a combination of black cherry and Vanilla flavors. Only available in the US.
|-
|[[Coca-Cola Light Sango]]
| style="text-align:center;" |2005
| style="text-align:center;" |2010's
|Coca-Cola Light with a blood orange flavor. Only available in Belgium, France and Luxembourg. A similar drink was introduced to the United States and Canada in 2018, known as Diet Coke Zesty Blood Orange.
|-
|[[Diet Coke Plus]]
| style="text-align:center;" |2007
| style="text-align:center;" |2011
|Diet Coke with a combination of vitamins and minerals. Available in many European countries, US and Brazil
|-
|Diet Coke Feisty Cherry
| style="text-align:center;" |2018
| style="text-align:center;" |2020's
|Diet Coke with a "spicy" cherry flavor. Available in the UK, US and Canada, replacing the former Diet Coke with Cherry flavor.
|-
|Diet Coke Ginger Lime
| style="text-align:center;" |2018
| style="text-align:center;" |2020's
|Diet Coke with a combination of Ginger and Lime flavors. Available in the UK, US and Canada, replacing the former Diet Coke with Lime flavor.
|-
|Diet Coke Twisted Mango
| style="text-align:center;" |2018
| style="text-align:center;" |2020's
|Diet Coke with a Mango flavor. Available in the UK (as Exotic Mango), US and Canada.
|-
|Diet Coke Zesty Blood Orange
| style="text-align:center;" |2018
| style="text-align:center;" |2020's
|Diet Coke with a Blood Orange flavor, similar to [[Coca-Cola Light Sango]]. Available in the UK, US and Canada.
|-
|Diet Coke Ginger Lemon
| style="text-align:center;" |2018
| style="text-align:center;" |2020's
|Diet Coke with a combination of Ginger and Lemon flavors. Exclusively sold in the United States from [[Coca-Cola Freestyle]] machines.
|-
|Diet Coke Strawberry Guava
| style="text-align:center;" |2019
| style="text-align:center;" |2020's
|Diet Coke with a [[Psidium cattleyanum]] flavor. Available in the United States.
|-
|Diet Coke Blueberry Acai
| style="text-align:center;" |2019
| style="text-align:center;" |2020's
|Diet Coke with an [[Açaí]] [[Blueberry]] flavor. Available in the United States.
|-
|Diet Coke Twisted Strawberry
| style="text-align:center;" |2019
| style="text-align:center;" |2020's
|Diet Coke with a Strawberry flavor. Available in the United Kingdom.
|}

=== Product timeline ===
{{Main|History of Coca-Cola}}

* 1982 – Diet Coke is introduced, becoming the largest-selling low-calorie soft drink in America.
* 1983 – Diet Coke is introduced in the UK.
* 1986 – Diet Cherry Coke is introduced in American markets.
* 1994 – Diet Coke changes logo.
* 1999 – Diet Cherry Coke changes logo.
* 2001 – Diet Coke with Lemon is introduced.
* 2002 – Diet Vanilla Coke is introduced.
** Diet Coke and Diet Cherry Coke change logo.
* 2004 – Diet Coke with Lime is introduced.
** Diet Coke with Lemon changes logo.
* 2005 – Diet Coke sweetened with [[Splenda]] is introduced.
** Diet Cherry Coke and Diet Vanilla Coke change logos and are renamed.
* 2006 – Diet Coke Black Cherry Vanilla is introduced.
** Diet Coke with Lemon and Diet Coke Vanilla are discontinued.
* 2007 – Diet Coke Plus is introduced.<ref>"[http://www.dietcoke.com/about-diet-coke/our-story.jsp The Diet Coke Story] {{Webarchive|url=https://web.archive.org/web/20090721001911/http://www.dietcoke.com/about-diet-coke/our-story.jsp|date=July 21, 2009}}." Diet Coke. *2010 – The Coca-Cola Company, Web. January 29, 2010.</ref><ref>"[http://www.solarnavigator.net/sponsorship/coca_cola.htm Cola Marketing History] {{Webarchive|url=https://web.archive.org/web/20100125030539/http://www.solarnavigator.net/sponsorship/coca_cola.htm|date=January 25, 2010}}." Solar Navigator. 2008. Max Energy Limited, Web. January 29, 2010.</ref>
** Diet Coke Black Cherry Vanilla is discontinued.
** Diet Coke and its six flavors changes logo.
* 2011 – Diet Coke surpasses Pepsi in sales for the first time to become the second most popular soda in the United States after Coca-Cola.<ref>{{cite web |title=Top-10 CSD Companies and Brands for 2010 |url=http://www.beverage-digest.com/pdf/top-10_2011.pdf |archive-url=https://web.archive.org/web/20110610070048/http://beverage-digest.com/pdf/top-10_2011.pdf |archive-date=June 10, 2011 |access-date=July 8, 2011 |publisher=John Sicher, Editor & Publisher, Beverage Digest Company L.L.C.}}</ref>
* 2013 – In the UK, Coca-Cola swapped the logo on Coca-Cola, Diet Coke and Coke Zero bottles and cans in the UK with 150 of Britain's most popular names for a summer-long "Share a Coke" campaign.<ref>{{cite web |year=2013 |title=Coca‑Cola Bottles History |url=http://www.coca-cola.co.uk/125/coca-cola-bottles-history.html |url-status=live |archive-url=https://web.archive.org/web/20130515033345/http://www.coca-cola.co.uk/125/coca-cola-bottles-history.html |archive-date=May 15, 2013 |access-date=May 28, 2013 |publisher=Coca-Cola GB |location=[[London]], UK}}</ref><ref>{{cite news |date=May 27, 2013 |title=Share a Coke: Is your name on the list? |newspaper=[[The Belfast Telegraph]] |publisher=[[Independent News & Media]] |location=[[Belfast]], UK |url=http://www.belfasttelegraph.co.uk/lifestyle/share-a-coke-is-your-name-on-the-list-29298254.html |url-status=live |access-date=May 28, 2013 |archive-url=https://web.archive.org/web/20130527061305/http://www.belfasttelegraph.co.uk/lifestyle/share-a-coke-is-your-name-on-the-list-29298254.html |archive-date=May 27, 2013}}</ref>
* 2014 – In the US Coca-Cola swapped the logo on Coca-Cola, Diet Coke and Coke Zero bottles and cans in the US with 150 of America's most popular names for a summer-long "Share a Coke" campaign
* 2014 – Diet Coke invites consumers to 'Get A Taste' of the good life. This campaign asks the question "what if life tasted this good?". Television commercials debuted September 24. The first commercial take place on an airplane when a woman is surrounded by crying babies but takes a sip of Diet Coke and opens her eyes into a speak-easy party.
* 2018 – On January 22, Diet Coke introduced Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavors in a skinny can, targeting [[millennials]].<ref>{{cite news |last=Meyer |first=Zlati |date=January 10, 2018 |title=Big changes coming to Diet Coke with 4 new flavors |work=[[USA Today]] |url=http://www.citizen-times.com/story/money/2018/01/10/diet-coke-fizzes-up-its-line-up-4-new-flavors/1020163001/ |url-status=live |access-date=January 11, 2018 |archive-url=https://web.archive.org/web/20230423105228/https://www.citizen-times.com/story/money/2018/01/10/diet-coke-fizzes-up-its-line-up-4-new-flavors/1020163001/ |archive-date=April 23, 2023}}</ref>
* 2019 – Diet Coke added two new flavors, Blueberry Acai and Strawberry Guava to their "Because I Can" Campaign line.<ref>{{Cite web |title=Diet Coke Unveils New Flavors and Marketing as Brand Refresh Enters Second Year |url=https://www.coca-colacompany.com/stories/diet-coke-unveils-new-flavors-and-marketing-as-brand-refresh-ent |url-status=live |archive-url=https://web.archive.org/web/20190703182326/https://www.coca-colacompany.com/stories/diet-coke-unveils-new-flavors-and-marketing-as-brand-refresh-ent |archive-date=July 3, 2019 |access-date=July 3, 2019}}</ref>

== Advertising slogans ==
{{more citations needed|section|date=July 2018}}{{div col|colwidth=30em}}
* "Just for the taste of it!" (US 1982,<ref name="Schultz 2018" /> 1986, 1991, 1995, 2000, 2009, 2014)
* "The one of a kind" (US 1984)<ref name="slo">{{cite book |last1=Paul |first1=Larry R. |title=Made in the Twentieth Century: A Guide to Contemporary Collectibles |date=2005 |publisher=Scarecrow Press |isbn=978-0-8108-4563-3 |url=https://books.google.com/books?id=lza3Tvitp50C&q=diet+coke+the+one+of+a+kind+slogan+1984&pg=PA130 |access-date=2 August 2018 |language=en |archive-url=https://web.archive.org/web/20180803022006/https://books.google.com/books?id=lza3Tvitp50C&pg=PA130&dq=diet+coke+the+one+of+a+kind+slogan+1984#v=onepage&q=diet%20coke%20the%20one%20of%20a%20kind%20slogan%201984 |archive-date=August 3, 2018 |url-status=live }}</ref>
* "Taste it all!" (US 1993)<ref name="slo" />
* "This Is Refreshment" (US 1994)<ref>{{cite news |last1=Elliott |first1=Stuart |title=Advertising; Coke Adds Life to Its Diet Coke Ads |newspaper=The New York Times |date=January 13, 1994 |url=https://www.nytimes.com/1994/01/13/business/advertising-coke-adds-life-to-its-diet-coke-ads.html |access-date=2 August 2018 |language=en |archive-url=https://web.archive.org/web/20160308083302/http://www.nytimes.com/1994/01/13/business/advertising-coke-adds-life-to-its-diet-coke-ads.html |archive-date=March 8, 2016 |url-status=live }}</ref>
* "You are what you drink" (US 1998)<ref>{{cite web |last1=Sunset |first1=Bali |title=YOU ARE WHAT YOU DRINK CAMPAIGN |url=http://marketing-case-studies.blogspot.com/2008/05/you-are-what-you-drink-campaign.html |website=Marketing Campaign Case Studies |access-date=2 August 2018 |date=29 May 2008 |archive-url=https://web.archive.org/web/20180803022006/http://marketing-case-studies.blogspot.com/2008/05/you-are-what-you-drink-campaign.html |archive-date=August 3, 2018 |url-status=live }}</ref>
* "Live Your Life" (US 2001)<ref>{{cite book |last1=Pendergrast |first1=Mark |title=For God, Country, and Coca-Cola |date=2013 |publisher=Basic Books |isbn=978-0-465-04699-7 |url=https://books.google.com/books?id=MV8fAQAAQBAJ&q=diet+coke+slogan+you+are+what+you+drink+1998&pg=PT351 |access-date=2 August 2018 |language=en |archive-date=April 23, 2023 |archive-url=https://web.archive.org/web/20230423105234/https://books.google.com/books?id=MV8fAQAAQBAJ&q=diet+coke+slogan+you+are+what+you+drink+1998&pg=PT351 |url-status=live }}</ref>
* "Do what feels good" (US 2002)<ref>{{cite web |title=COKE UNVEILS NEW SLOGAN, ADS FOR OLYMPICS |date=March 26, 2012 |url=http://adage.com/article/news/coke-unveils-slogan-ads-olympics/33680/ |access-date=2 August 2018 |language=en |archive-date=August 2, 2018 |archive-url=https://web.archive.org/web/20180802193137/http://adage.com/article/news/coke-unveils-slogan-ads-olympics/33680/ |url-status=live }}</ref>
* "Must be a Diet Coke thing" (US 2004)<ref>{{cite web |title=Mannequins in compromising positions in Diet Coke ad |url=https://www.campaignlive.com/article/mannequins-compromising-positions-diet-coke-ad/202036 |access-date=2 August 2018 |archive-date=August 2, 2018 |archive-url=https://web.archive.org/web/20180802193148/https://www.campaignlive.com/article/mannequins-compromising-positions-diet-coke-ad/202036 |url-status=live }}</ref>
* "Life is how you take it" (US 2005)<ref>{{cite CiteSeerX |title=Customer Be-aware report |year=2007 |citeseerx=10.1.1.460.7853 }}</ref>
* "Light it up!" (US 2006)<ref>{{cite web |title=Diet Coke: Light It Up – Print (image) – Creativity Online |url=http://creativity-online.com/work/diet-coke-light-it-up/7181 |website=Creativity Online |date=June 15, 2009 |access-date=2 August 2018 |archive-url=https://web.archive.org/web/20171103151841/http://creativity-online.com/work/diet-coke-light-it-up/7181 |archive-date=November 3, 2017 |url-status=live }}</ref>
* "Yours" (US 2007)<ref>{{cite web |title=Dear Oscar, Got Glitter? Yours, Diet Coke |url=https://www.mediapost.com/publications/article/55880/dear-oscar-got-glitter-yours-diet-coke.html |access-date=2 August 2018 |language=en |archive-url=https://web.archive.org/web/20140817043824/http://www.mediapost.com/publications/article/55880/dear-oscar-got-glitter-yours-diet-coke.html |archive-date=August 17, 2014 |url-status=live }}</ref>
* "Enjoyment" (US 2007){{citation needed|date=July 2018}}
* "What life should be like." (US 2008){{citation needed|date=July 2018}}
* "Open Happiness" (Worldwide 2009–present)<ref>{{cite web |title=Coca-Cola Animated Short Reveals the Secrets to Happiness |url=https://www.coca-colacompany.com/press-center/press-releases/the-great-happyfication-animated-short-reveals-the-secrets-to-happiness#TCCC |website=The Coca-Cola Company |access-date=2 August 2018 |archive-url=https://web.archive.org/web/20171219072514/http://www.coca-colacompany.com/press-center/press-releases/the-great-happyfication-animated-short-reveals-the-secrets-to-happiness#TCCC |archive-date=December 19, 2017 |url-status=live }}</ref>
* "Hello You..." (UK 2009)<ref>{{cite web |last1=Box |first1=Mr G's Media |title=Chorlton Media Box: Coke Zero and Diet Coke print ads |url=http://chorltonmediabox.blogspot.com/2010/05/coke-zero-and-diet-coke-print-ads.html |website=Chorlton Media Box |access-date=2 August 2018 |date=26 May 2010 |archive-url=https://web.archive.org/web/20180803022006/http://chorltonmediabox.blogspot.com/2010/05/coke-zero-and-diet-coke-print-ads.html |archive-date=August 3, 2018 |url-status=live }}</ref>
* "I ''light'' it" (Spain 2010)<ref>{{cite web |title=I light it |url=https://thisisnotadvertising.wordpress.com/tag/i-light-it/ |website=thisisnotadvertising.wordpress.com |access-date=2 August 2018 |language=en |archive-url=https://web.archive.org/web/20140216160725/http://thisisnotadvertising.wordpress.com/tag/i-light-it/ |archive-date=February 16, 2014 |url-status=live }}</ref>
* "Stay Extraordinary" (US 2010–2014)<ref>{{cite web |title=TIFF: Diet Coke launches an 'extraordinary' look |url=http://strategyonline.ca/2011/09/07/tiff-diet-coke-launches-an-extraordinary-look/ |website=strategy online.ca |access-date=2 August 2018 |date=7 September 2011 |archive-url=https://web.archive.org/web/20150601092834/http://strategyonline.ca/2011/09/07/tiff-diet-coke-launches-an-extraordinary-look/ |archive-date=June 1, 2015 |url-status=live }}</ref>
* "You're On" (US 2014)<ref>{{cite web | title=Is Diet Coke Dabbling in Drug References in Its Ads? | website=Adweek – Breaking News in Advertising, Media and Technology | date=March 4, 2014 | url=https://www.adweek.com/creativity/diet-coke-dabbling-drug-references-its-ads-156077/ | access-date=August 2, 2018 | archive-url=https://web.archive.org/web/20180102090945/http://www.adweek.com/creativity/diet-coke-dabbling-drug-references-its-ads-156077/ | archive-date=January 2, 2018 | url-status=live }}</ref>
* "Get a Taste." (US 2014–2018)<ref name="Schultz 2018">{{cite web | last=Schultz. | first=E.J. | title=Diet Coke Gets a New Look, Adds Flavors In Move to Overcome Slump | website=Ad Age | date=January 10, 2018 | url=http://adage.com/article/cmo-strategy/diet-coke-new-look-adds-flavors/311906/ | access-date=August 2, 2018 | archive-url=https://web.archive.org/web/20180430122741/http://adage.com/article/cmo-strategy/diet-coke-new-look-adds-flavors/311906/ | archive-date=April 30, 2018 | url-status=live }}</ref>
* "Because I can." (US 2018–present)<ref>{{cite web | author=Ellison, Jo | title=How Diet Coke opened a can of correctness — and went flat | website=Financial Times | date=April 4, 2018 | url=https://www.ft.com/content/1cb72b9c-3734-11e8-8eee-e06bde01c544 | access-date=August 2, 2018 | archive-url=https://web.archive.org/web/20180527090120/https://www.ft.com/content/1cb72b9c-3734-11e8-8eee-e06bde01c544 | archive-date=May 27, 2018 | url-status=live }}</ref>
{{div col end}}

* "Give yourself a Diet Coke break." (UK 2020)
* "Just because." (Worldwide 2021)

== Health assessment ==
{{See also|Aspartame}}{{further|Aspartame controversy}}
The most commonly distributed version of Diet Coke uses [[aspartame]] as a sweetener. As one of the most intensively scrutinized food additives, the safety of aspartame has been studied since its discovery.<ref name="EFSAExperts">{{cite journal |author=EFSA National Experts |date=May 2010 |title=Report of the meetings on aspartame with national experts |url=https://efsa.onlinelibrary.wiley.com/doi/epdf/10.2903/sp.efsa.2010.ZN-002 |url-status=live |journal=EFSA Supporting Publications |publisher=EFSA |volume=7 |issue=5 |doi=10.2903/sp.efsa.2010.ZN-002 |archive-url=https://web.archive.org/web/20210203195313/https://efsa.onlinelibrary.wiley.com/doi/epdf/10.2903/sp.efsa.2010.ZN-002 |archive-date=February 3, 2021 |access-date=9 January 2011}}</ref> Aspartame has been deemed safe for human consumption by the regulatory agencies of many countries.<ref name="EFSAExperts" />

== See also ==

* [[Diet Coke and Mentos eruption]]
* ''[[Diet Coke Break]]''
* [[Diet Pepsi]]

== References ==
{{reflist}}

== External links ==
{{Commons category}}

* {{Official website}}

{{Varieties of Coca-Cola}}
{{Coca-Cola}}
{{Diet sodas}}

[[Category:Diet drinks]]
[[Category:Coca-Cola cola brands]]
[[Category:Products introduced in 1982]]
[[Category:Food and drink introduced in the 1980s]]
[[Category:Caffeinated soft drinks]]

Revision as of 17:28, 7 June 2024

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