Diet 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?