Retroist Podcast Episode 370 (Diet Coke)

Diet Coke was a regular presence in our house almost as soon as it became available. Before that my family usually bought two bottles of Coca Cola each month, and I could count on drinking my share before it disappeared. Then my mom tried Diet Coke and one of those bottles changed over to the new drink. My sisters sorta would drink it too, which sometimes meant more regular Coke for me, but once that was gone I would stare at the remaining Diet Coke and wish it were something else. I found out years later that my mom felt much the same way and never actually liked it as much as regular Coke.

On the show, I start before Diet Coke existed, when Coca Cola already had a successful diet soda with Tab but was still reluctant to put the Coke name on anything except the original drink. That changed in the early 1980s with a secret project that would change what people drank around the world. Aftere that, I get into the launch, the switch in sweeteners and how Diet Coke unexpectedly became part of the story of New Coke a few years later. I also pull out newspapers from when Diet Coke first showed up near me and look at what else was going on at the time.

What interests me most about Diet Coke is that it eventually stopped feeling like a substitute for something else. It is its own thing. Coca Cola later created Coke Zero specifically for people who wanted something closer to regular Coke without the sugar, yet Diet Coke continued because its drinkers actually wanted Diet Coke.

The company has tried changing its image and introducing new flavors, but people seem happiest when it simply lets the drink stay the same. After more than forty years, it has its own taste and its own history, and there are people who are every bit as particular about it as regular Coke drinkers are about Coke. I may have spent part of my childhood wishing that bottle in the refrigerator was something else, but I understand a lot better now why it never went away.