Wednesday, 3 April 2013

OUGD501 // Theory to Practice // 30 years of Diet Coke


Once upon a time, back in 1886, John Pemberton invented Coca-Cola and sold it to customers of an Atlanta pharmacy. Over the course of the following century the world fell in love with ice-cold Coke.

In the 1980s, Diet Coke was born, the no-calorie alternative to the world’s favourite soft drink. It made its US debut at Radio City in NYC where people were invited to come ‘just for the taste of it!’. In 1983, one year after the US launch and the same year the first mobile phone was released, we got our first taste of Diet Coke in Europe. In some countries, it's known as Coca-Cola Light.

Diet Coke was the first Coca-Cola product since 1886 to include the Coca-Cola trademarked name. Providing all the authenticity of the Coca-Cola brand with less than one calorie per can, it was just what people had been waiting for, and it revolutionised the drinks industry. Thirty years on, it’s the second most popular soft drink in the world, behind Coca-Cola.


‘Diet Coke break’
The first advert to use this slogan aired in 1994, starring a construction worker who had a group of admiring women in an office glued to their window at 11.30am. It became a cultural phenomenon and the series evolved, with fresh versions in 1997 and 2007. Diet Coke fans will be pleased to know that the hunk returns in 2013.


The fash pack
Diet Coke has been embraced by celebrities from the beginning and has always been at the forefront of popular culture. Some of the world’s greatest designers have worked with us on our limited-edition collections over the years, including Diane von Furstenberg, Manolo Blahnik, Moschino, Versace and Angela Missoni. Our most recent collaboration was with Jean Paul Gaultier who was our creative director in 2012.






Fans of Coca-Cola couture will be pleased to hear that the third hotly anticipated bottle in Jean Paul Gaultier’s Diet Coke collection is now available. Sneak peeks of the super stylish packs have been appearing in his short online films over the past few months, but from today you can get your hands on the real thing!

We’ve been looking forward to the collection’s latest installment since April, when Diet Coke’s Creative Director brought his signature style, flair and prowess to two chic bottles that he called ‘Night’ and ‘Day’.

The new addition, ‘Tattoo’, is inspired by the fashion designer’s love of body art. The bottle is dressed top to toe in designs that are reminiscent of Jean Paul Gaultier’s most memorable catwalk collections.

‘Tattoo’ will be available at Boots next week – free with any purchase of two 500ml bottles of Diet Coke.


Diet Coke: 30 years at a glance
1983: Diet Coke is launched across Europe
1986: Diet Coke becomes the world’s top low-calorie drink
1990: Advertising Age editors select Diet Coke as the Brand of the Decade
1994: The world gets a glimpse of Lucky Vanous, the original Diet Coke break hunk
1996: Diet Coke announces its partnership with the Grammy Awards
2001 – 2006: Extra flavour! Diet Vanilla Coke, Diet Coke with Lime and Diet Black Cherry Vanilla Coke are all launched in various markets
2012: Jean Paul Gaultier is appointed creative director, designing three bottles and two cans
2013: Diet Coke celebrates its 30th birthday. Marc Jacobs is unveiled as the brand's new creative director


Diet Coke Facts:


New for 2013:
To keep with the fash packs this year for diet cokes 30th birthday Marc Jacobs has designed a limited edition set of the Diet Coke can. 

Diet Coke has plenty of reasons to celebrate – not only is the brand 30 this year, Marc Jacobs is also partnering with us as Diet Coke’s creative director for 2013.

Marc Jacobs is one of this generation’s most influential fashion designers – and he’s brought his unique vision to the Diet Coke brand by creating a limited edition collection of gorgeous cans and bottles which launch this spring.

The trio of designs capture the fashions of the eighties, nineties and noughties. Pick the one that suits your style, or collect all three!

The cans are available nationwide from 25th February, 2013. The bottles are available at Selfridges from 12th March, 2013 and at M&S stores from April 12th while stocks last.

Bottle Designs:





‘I Heart 80s’
Strong, sassy and dotted with bow ties, this design captures the rebellious spirit of 1980s fashion and the rise of the empowered woman. The Broadway feel is a nod to Diet Coke’s spectacular launch at Radio City NYC in 1982 – as well as the designer’s love of theatre.

‘I Heart 90s’
The extravagant, daring attitude of the nineties is brought to life with bright colours, an oversize couture trilby hat and spiky stiletto heels. Marc’s signature swallow motif adds a romantic touch to the design.

‘I Heart 00s’
This playful illustration captures the youthful energy of the noughties. A mix of geometric patterns, the silhouette is directly inspired by the Marc Jacobs spring/summer 2013 runway show, and the red polka dots hark back to the designer’s early collections.


TV Advert to promote the new designs.


Diet Coke TV Advert for 2013
This year because of the the anniversary of diet coke they have brought back the ‘Diet Coke break’. The first advert to use this slogan aired in 1994, starring a construction worker who had a group of admiring women in an office glued to their window at 11.30am. It became a cultural phenomenon and the series evolved, with fresh versions in 1997 and 2007. Diet Coke fans will be pleased to know that the hunk returns in 2013.

We’re celebrating this year – it’s Diet Coke’s 30th birthday! To mark the fact we’ve been sparkling together for 30 years, we’ve launched a special TV ad featuring a brand new Diet Coke hunk.

He hasn’t been seen since 2007, so his return is long anticipated. The first advert to use the ‘Diet Coke break’ slogan aired in 1994; it starred a construction worker who had a group of women glued to their window at 11.30am. The series evolved and this latest instalment looks set to be one of the most talked-about campaigns of the year. Within the first week of launching on YouTube, the video was viewed over half a million times and topped the Unruly viral video chart for UK Ads. 


video

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