Meet Mark

Let me introduce myself. My name is Mark Sisson. I’m 63 years young. I live and work in Malibu, California. In a past life I was a professional marathoner and triathlete. Now my life goal is to help 100 million people get healthy. I started this blog in 2006 to empower people to take full responsibility for their own health and enjoyment of life by investigating, discussing, and critically rethinking everything we’ve assumed to be true about health and wellness...

Tell Me More
Stay Connected
August 22, 2007

Spin the Bottle (How Coke Is Remarketing Itself)

By Mark Sisson
12 Comments

Photo Sharing and Video Hosting at PhotobucketDiet Coke used to work hard to prove that it was more than just water and chemicals – consumers wanted to feel that they were getting something for their hard-earned dollars. To that end, marketing played up the great taste and refreshing benefits of Diet Coke.

Fast forward a couple of years, when water – particularly bottled water – is all the rage (never mind that thousands of children die every day from lack of access to water). Now, Diet Coke is falling all over itself to trump up the fact that it’s practically identical to water! Hey, it’s 99% water!

Which is funny, because why would anyone want to pay for 99% water with added chemicals?

Further Reading:

Perspective and Priorities: fancy water doesn’t help anyone

The plastic of our lives

It’s not soda, it’s a sparkling beverage!

Subscribe to Mark’s Daily Apple feeds

TAGS:  Hype, marketing

Subscribe to the Newsletter

If you'd like to add an avatar to all of your comments click here!

Leave a Reply

12 Comments on "Spin the Bottle (How Coke Is Remarketing Itself)"

avatar

Sort by:   newest | oldest | most voted
BillyHW
BillyHW
9 years 1 month ago

I’m surprised they don’t trump up the fact that it’s low in saturated fat.

Dancinghawk
Dancinghawk
9 years 1 month ago

And has no trans-fats. Much like the name-brand pepperoni is now carb-free!

Donna
Donna
9 years 1 month ago

I Personally Know Someone That Drinks A Diet Coke From The Time She Gets Up Till She Goes To Bed, She’s “ADDICTED”!!! I Drink Water Sun Up Till Sun Down, Drink It Only Because You Can’t Beat It To Quench Your Thirst, It’s “HEALTHY”(Just What Our Body NEEDS, And Exactly What We Were Intended To Drink) I Will Tell You- I Feel Alot Better Than She Does, Go Figure!!!!

Emily
Emily
9 years 1 month ago

But isn’t bottled water on its way out as well? I heard San Francisco is thinking of banning bottled water because it’s a waste of packaging (i.e. no good for Mr. Earth).

Donna
Donna
9 years 1 month ago

I Also Saw On The News That The State Of Illinois
Is Talking About And Highly Considering RAISING Taxes On Bottled Water, I Saw It On WGN Chicago News. They Reported Cigarette Smokers Were Laughing About Raising Taxes On Bottled Water Because Some States Raised Taxes On Cigarettes. My Daughter Lives In Georgia, She Tells Me Georgia Raised Cigarette Taxes There.

john
john
9 years 1 month ago

I would love to see the bottom line on how much Coke spends on marketing, esp. image marketing.

Bradford
Bradford
9 years 1 month ago

I love the idea of a really high tax for bottled water. Then, like cigarettes in New York, will there be a bottled water black market?

Crystal
Crystal
9 years 1 month ago

Soda sales have leveled out this year instead of the usual increase. Time to remarket…

lw
9 years 1 month ago

There are many, many Diet Coke addicts out there. I’m surprised they still have to do advertising considering people drink that stuff like it is crack.

Mark
9 years 1 month ago

More on bottled water, gang: http://www.slate.com/id/2172720/fr/rss/

tony
9 years 1 month ago

@bradford: Funny. Very funny LOL

trackback

[…] direction. We don’t drink milk in our family and I’m not in favor of sports drinks, diet carbonated beverages or juice drinks, but at least this move was a measurable improvement over cans of corn […]

wpDiscuz