Diet Coke

After two decades of quiet internal debate, Coca‑Cola took a bold leap in 1982 by launching Diet Coke: the first product ever to extend the Coca‑Cola or Coke trademarks. Spearheaded by planning manager Jack Carew, the idea gained traction in the summer of 1980, driven by the need to modernize the brand after a challenging decade. Though risky, the project was green-lit by CEO Roberto Goizueta, despite fears it could cannibalize TaB, then the leading…