How Diet Coke built its cool girl community

And the inspo we can all take from the brand's strategy

This iconic beverage has transformed since its inception. What started as a diet soda made to fill a market gap became a modern brand meme for The New Cool Girl™️.

Read on as

Megan Collins

dives into how Diet Coke went from a calorie-conscious utilitarian choice to a trendy symbol of personal branding and a certain type of lifestyle. And make sure to take Megan’s survey - results to come!

Diet Coke has become more than just a drink; it's a symbol of belonging to a (feminine-coded) community of people who unapologetically love to treat themselves to a beverage. The phrase "I Need a Diet Coke" that has become beloved social copy holds weight because it’s relatable to devotees who have found themselves uttering the same phrase at moments when you’re in need of that jolt of energy that an ice cold Diet Coke can provide.

Sure, Diet Coke's popularity can partly be attributed to its addictive nature. Like coffee, it provides a constant, zero-calorie caffeine fix. The sensory experience – from the distinctive "pstchkkk" of the can opening to the fizz of bubbles reacting with ice – creates a ritual of satisfaction leading up to the caffeine rush that no doubt further endears us drinkers.

@hauskrisIT’S SO IMPORTANT TO MARINATE YOUR DIET COKES ‼️ #dietcokebreak #dietcoke #crispydietcoke #dietcokeaddict #dietcokebreaks #truelemonpartner #dietcokegirl #asmr #vlog

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But something deeper is happening. We’re seeing this devotion manifest outside loyal trips to the beverage aisle or McDonald’s drive thru. There’s the official Diet Coke merchandise and licensed products but there’s also the cottage industry of bootleg merch that’s more fan-art than it is intentional licensing fraud:

• Diet Coquette-core clothing

• Candles that literally smells like Diet Coke

• Artwork, like an actual oil painting

Before we explore Diet Coke’s trajectory to be the chosen beverage of It girls, we want to hear from you. To more deeply understand Diet Coke’s pop culture profile, we’re doing some investigation into consumers' relationship with the brand. Please take this quick (anonymous) survey to give us your take and stay tuned for findings!

The rest of this post is for paid subscribers. Join us to read Megan’s breakdown on the Diet Coke cult below ⬇️