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Spin the Bottle (How Coke Is Remarketing Itself)

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 [1].

Fast forward a couple of years, when water – particularly bottled water [2] – is all the rage (never mind that thousands of children die every day [3] 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 [3]

The plastic of our lives [4]

It’s not soda, it’s a sparkling beverage! [5]

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