The Coca-Cola Company: You Are What You Drink campaign

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance.

The Coca-Cola Company: You Are What You Drink campaign

Cynthia Tokumitsu

OVERVIEW

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance. Issues such as cultural ideals of beauty, physical health, gender roles, sexuality, and personal identity all hover implicitly or explicitly around the diet products phenomenon. Such concerns constituted only one minefield for the Coca-Cola Company in its advertising of Diet Coke. Another was the word "diet" itself, associated with self-denial. By the mid-1990s few foods or drinks other than diet sodas still carried the label. New products that had no...

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