PepsiCo, Inc.: This Is Diet? campaign
Robert SchnakenbergOVERVIEW
Since the first diet soft drink was introduced in the 1960s, the diet category has been a vital part of the beverage industry worldwide. Diet Pepsi is PepsiCo's second-biggest trademark, a $3 billion brand. Yet this important brand has been at the mercy of cultural trends that have seen low-calorie sodas go in and out of style as Americans think and rethink the merits of a healthy lifestyle.
Throughout the 1980s diet soft drinks enjoyed robust sales, with the explosion of the exercise and health food industries. Diet sodas eventually cornered...