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

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...