Diet Coke’s Moment of Panic

With sales of Diet Coke in a prolonged rut, Coca-Cola in beverage titles lures male consumers; indeed, the black-bottled Coca-Cola Zero Sugar is growing at Diet Coke’s expense.

But slender bottles with streaks of color probably won’t arrest Diet Coke’s demise. As the Harvard business professor and author Clayton Christensen has written, products and customers have certain “jobs” that need to be done. One could argue that, in the last decade, all of the jobs of Diet Coke are being outsourced to superior beverages. The role of hydration has been outsourced to bottled water and sports drinks, like Gatorade. Getting a jolt of energy has been outsourced to coffee and energy drinks, like 5-Hour Energy. And the satisfaction of a cold liquid fizzing on one’s tongue? That’s been outsourced to the trendy crop of flavored seltzers, like LaCroix. In the end, it probably doesn’t matter what the Diet Coke can looks like. Young people know what’s inside the can. Perhaps that’s precisely why they’re drinking so much less of it.

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Source:: The Atlantic – Best of


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