The equation among soft drink competition was almost balanced, Coke competed against Pepsi, Tab against Diet Pepsi, Sprite against Mountain Dew, and so on.
The company’s diet cola Tab sold well, but its once rapid growth rate had flattened by early 1980s. When Coca-Cola introduced Diet Coke in 1982, its aspirations were high. The launch of Diet Coke, was the first brand extension of Coca-Cola in its history.
After only one year in the market it grew to become the largest selling, low-calories soft drink in the United States.
Coca-Cola promoted Diet Coke heavily, so much so that during some quarters it spent more on Diet Coke advertising than on its flagship Coke Classic. Diet Coke advertising campaigns have been associated with memorable themes and celebrities.
By 1986, Diet Coke was the most popular low-calorie beverage in the world.
Diet Coke by Coca-Cola
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