Coca-Cola Company: Just For The Taste Of It, Diet Coke campaign (1982)

Nancy Condry

When Roberto Goizueta began his tenure as chairman and CEO of the Coca-Cola Companyin March 1981, he decided that introducing a diet drink with the Coke name was the type of bold initiative needed to energize the company, which at that point was lacking in vision and strategic direction.

Coca-Cola Company: Just For The Taste Of It, Diet Coke campaign

Nancy Condry

Overview

When Roberto Goizueta began his tenure as chairman and CEO of the Coca-Cola Companyin March 1981, he decided that introducing a diet drink with the Coke name was the type of bold initiative needed to energize the company, which at that point was lacking in vision and strategic direction. Despite a spotty development plan, Diet Coke became the first line extension of the famous brand.

With an estimated $95 million to introduce and support the new beverage, ad agency SSC&B/Lintas launched Diet Coke at Radio City...

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