The Extraordinary Story of How Diet Coke Came to Be
We Needed a Big Idea
Members of the Diet Coke team beneath the Radio City Music Hall marquee before the filming of the brand’s debut TV commercial.
The initial can design included bold red letters against a white background with diagonal pinstripes.
Diet Coke’s introductory tagline communicated ‘everything anyone needed to know about the product’ and became the team’s mantra.