There is a distinct societal divide between those who love Diet Coke and those who do not. Its distinct taste and aura placed the soda at the top of the American beverage hierarchy. Diet Coke elicits images of Americana, frivolity, and glamour. As Addison Rae’s recent hit “Diet Pepsi” captures, diet soda has slowly transformed into an unofficial emblem of young audiences through social media. Diet Coke is more than a beverage—it is essentially a cult.
History of Diet Coke
Coca-Cola was invented back in the 1800s. The American classic was initially created as a tonic and cure for medical ailments. It was instantly a hit among consumers and once the drink was regulated and ingredients were altered, Coca-Cola became an American classic.
Flash forward to the 1980s with a cultural zeitgeist of diet fads and low-calorie foods. Baby boomers became more focused on their health and losing weight. Colas were peaking in sales, yet the demand for diet foods was shooting up three times the amount. To heed the public’s demand, Coca-Cola jumped on the diet bandwagon and released Diet Coke. Creating this new drink as an addition rather than one that would compete with the image of the original drink was central. Calling it ‘sugar-free’ would be highlighting the main ingredient in their bestseller in almost a critical manner while ‘light’ was taken by competitors.
In the end, they settled on ‘diet’. The tagline “Just for the taste of it” promised consumers that they would get the taste and experience of a regular drink without the sugar or calories—somewhat of a miracle fix.
Does ‘diet’ mean healthier?
Diet Coke is sweetened with aspartame instead of sugar. The FDA approved the chemical in 1985. Nevertheless, over the years, consumers have become more aware of the potential harms of replacing natural ingredients with artificial alternatives. Rumors spread about the potential side effects of aspartame; for instance, that it causes cancer or triggers kidney or liver failure. Nevertheless, the FDA stands firm that aspartame is safe in moderation. Moderation here is key. Neither aspartame nor sugar is particularly great for you, though anything artificial will undoubtedly be worse than sugar itself.
How did Diet Coke become cool and… hot?
The ’90s triggered a shift in the nature of Diet Coke consumption. The brand was heavy on influencer marketing before social media existed. Celebrities and supermodels drank the soda and promoted it as a lifestyle. Diet Coke was suddenly associated with glamour and power. Karl Lagerfeld famously drank up 10 cans a day. The fashion icon’s legacy was complicated, often promoting misogynistic beauty standards and romanticizing unhealthy habits. Given the era was driven by weight loss and unhealthy depictions of body standards, that a diet drink boomed in popularity was no coincidence.
Misconceptions of diet culture have since been dispelled and new beverages like La Croix and probiotic drinks have been introduced, yet Diet Coke peaks in the cultural conversation. Sales of Diet Coke subtly went down throughout the years only to shoot back up in the 2020s. Uncoincidentally, during this time, Kate Moss, the controversial face of “heroin chic”, became the new Creative Director for Diet Coke. The 90s perception of diet soda suddenly returned with a new presence on social media. While Diet Coke was already a household staple for many consumers, the internet perpetuated this obsession further with “sweet treat” trends, “girl dinners” or people taking breaks in their day to pour a crisp Diet Coke. These videos romanticized Diet Coke, building an association with femininity and relatability. It may not be drunk in moderation, but its glamour makes it a worthy vice.
There is also this strange added layer of the drink’s connection to hotness. The drink is often featured in scenes with parties, smudged eyeliner, and an occasional cigarette. The popularity of Diet Coke ebbs and flows like any other trend. Like low-rise jeans, Gen Z is a fan of nostalgia. There is a fine line, however, between nostalgia and repeating the mistakes of the past, such as the normalized eating disorder culture of the 90s. Trickled into the wave of crisp Coke breaks and taste reviews, are videos of people using Diet Coke to curb their hunger and a source of appetite suspension. As confirmed before, the drink is not harmful to your health if you drink in moderation. Nevertheless, the real harm may not be in its ingredients but in the harmful images, its popularity has coincided with. Body standards are a trend too. With the Ozempic era invading the cultural sphere, we once again see a peak in society’s obsession with thinness.
Are we endorsing diet culture by drinking Diet Coke?
It may be fun to recycle old fashion styles and vintage-looking drinks; however, unhealthy body standards and unrealistic perceptions of the female body are trends to be eliminated and left in the past. Have nostalgia for the product rather than nostalgia for its harmful history.
Crack open a soda and enjoy it “Just for the taste.” Cue Addison Rae’s “Diet Pepsi.”
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