Diet Coke

Diet Coke is the sugar free version of coke that is specially made to cater people who are on diet. It provides only 1kcal per 250ml serving. Diet Coke was launched in 1982 in America and arrive United Kingdom the year after. In less than one year, the drink became the largest selling low calorie soft drink in America. Later on, it also came out with different flavors(Diet Coke with Cherry, Diet Coke with Citrus Zest) including a caffeine free version.

Target audience

Women
Zoe Howorth, market activation director for Coca-Cola Great Britain, Said:' Women are always at the heart of our Diet Coke plans and we are currently looking at how we continue to celebrate the role of women and our Diet Coke-drinkers in 2013.' On the other hand, According to Coke UK, more females drink Coke everyday other than other soft drinks brand. This proves that Diet Coke is targeted on females. However, coke did not exclude men in their advertising as they are also a part that consumes coke.

Moreover, to sell coke better, coca-cola found out that the top interest of their target audience is Fashion. 'Fashion is a top interest of our fans so we started designer collaborations to create something new and exciting for our drinkers,' said Rob Bayne, senior brand manager for Diet Coke in North West Europe and Nordics. Therefore, Diet Coke constantly partner with international fashion designers such as Karl Lagerfeld, Diane Von Furstenberg and Jean Paul Gaultier(the latest creative director) to help design a special look for Diet Coke.

As above are some Coke bottle designs done by the designers. 

As a conclusion, Diet Coke is a soft drink that targets mainly female.

By Wai Ee