Diet Coke’s Renaissance- How it Became the ‘It’ Drink

Diet Coke is by no means new to the beverage scene, but with all the hype the carbonated cola has been getting lately, it certainly feels that way. With social media—specifically Gen Z—dubbing the soda a “fridge cigarette,” referring to its mid-day pick-me-up powers (sans the nicotine), the drink has garnered a whole new life and personality. And we’re here for it.

We’re coining it the Diet Coke-Aissance, as the soda, first introduced in 1982, has made an impressive comeback and is appearing in creators’ content like a prized accessory. There are several reasons why DC is having such a moment, with nostalgia at the crux of the trend: Diet Coke embodies the late ’90s and early aughts. Skinny brows, low-rise jeans, and flip phones have all managed to get Gen Z in a chokehold (while millennials are begging them not to turn back the clock), but one thing we can all agree on a crispy Diet Coke. (My personal favorite way to enjoy a DC is from the McDonald’s fountain—it does taste different, and better than other forms IMHO.)

As a brand that’s in its forties, Diet Coke manages to feel much younger, appealing to consumers across different age groups. And as brand marketing expert Chrissy Montera points out, Diet Coke has managed to evolve without alienating its original customer base. A true feat these days, as many brands tend to lose their previous audience while trying too hard to appeal to a new one. “The packaging itself signals the simplicity of the old money aesthetic,” she says. “The sleek silver can. The simple red stripe.” These factors that make Diet Coke, well, Diet Coke, still feel really true to who the brand has always been, and with this approach, remain “a recognizable brand icon on the shelf,” Montera adds. And it doesn’t hurt that it’s classic and iconic, packaging photographs well, earning social media points with newer, younger fans while keeping the loyal ones who might have even stuck around since its launch.

To find out more about Diet Coke’s impressive glow-up, we tapped Montera, along with two digital creators (who love DC), for their insight, as well as Tarte Cosmetics’ CEO, Maureen Kelly. Keep reading to learn more about Diet Coke’s marketing secret sauce.

The Rise of Diet Coke

Diet Coke has been a household name since it launched, thanks to the founding company, Coca-Cola, leading the way nearly a hundred years earlier. While the beverage never really fell out of favor, long being a go-to beverage for those who were calorie-conscious, there’s no denying that 2025 has seen Diet Coke reach new heights in popularity.

It starts with a social media makeover. In May of 2024, the brand returned to Instagram with a clear focus on maintaining an elevated, user-generated content (UGC) aesthetic. The first post on the brand’s grid features what appears to be a trendy young woman opening a refrigerator and trading in a six-pack of Diet Coke for a twenty-four pack, signaling that when you’re drinking Diet Coke, you’re going to want more.

Since this initial post, Diet Coke has continued to post its own content while reposting digital creators’ content, who are clear fans of the brand. That’s how content creator and social strategist, Alex Teri, made it onto the brand’s feed. Teri organically incorporated a can of Diet Coke into her coffee tray series, along with beauty products. Not only was this post visually appealing, but it also really resonated with her followers. “I feel such a sense of community when I post about Diet Coke,” she says. “I always see an uptick in responses…more story replies, more comments, more likes and shares. It’s one of those topics people actively engage with, not just passively scroll past.”

“But beyond the IG refresh, the brand has leaned really smartly into creator-led storytelling and organic UGC,” adds Teri. She argues that the brand’s use of real (or at least real-adjacent) content—rather than highly produced campaigns—makes people feel much more connected to the product. With this strategy, Diet Coke fans are becoming part of the brand’s identity and evolving with the brand, rather than being left behind.

Diet Coke has also leaned on strategic collaborations, such as with makeup brand Tarte, to spread its reach. The limited-edition collaboration was specifically linked to the return of Diet Coke’s Lime flavor, and it was a match made in collab heaven. “At tarte, we’ve always leaned into fun, nostalgia, and confidence, and Diet Coke brings that same energy,” says founder Maureen Kelly. “We’re both about giving people little moments of joy in their day, whether that’s your favorite lip gloss or that first fizzy sip.” She adds, “Bringing back the lime flavor just sealed the deal for us.”

Diet Coke Fandom Is a Personality Signaler

Some creators go as far as to include a nod to their Diet Coke fandom beyond the grid and into their actual social media bios. Sarah Thompson is one such creator, whose Instagram reads: “a lot of Diet Coke, memes & Swiftie talk over here,” her profile picture even sees her holding a half-drunk McDonald’s Diet Coke (a girl after my own heart!) Thompson points out that Diet Coke is a part of so many people’s routines– content creators or not. When we see Diet Coke as part of people’s content, it doesn’t feel forced or branded. “Instead, it feels like real people just showing their daily routines, and Diet Coke happens to be part of it,” she says. She attributes that authenticity to why the brand is so favored now.

“One thing that really stands out about Diet Coke’s current ‘it girl’ era is that it is not driven by a single campaign or celebrity moment,” says Teri. “It’s happening because the brand has become a personality marker. Saying you’re a Diet Coke person instantly [communicates] that you’re funny, self-aware, a little nostalgic, a little chaotic, and extremely committed to the small joys that get you through the day.”

“The Diet Coke fan base is iconic,” echoes Kelly. “These girls are loud and proud about their love, and I mean that in the best way.” She refers to it as a “sisterhood,” adding that the brand is so relatable, yet aspirational at the same time. “You can be that girl with a Diet Coke in one hand and a Tarte gloss in the other,” she says, signaling that the Diet Coke girl does it all and looks good while doing it. “It’s all about that effortless, put-together energy.”

Montera agrees, flagging a few key cultural messaging moments that have really solidified Diet Coke as a status symbol. (And a lot of it has to do with how loyal the brand’s fans are.) For one, it’s a cult-like obsession. “If a DC girl orders it at a restaurant and they say, ‘Is Diet Pepsi ok?’…that’s a hard no for them,” she says. “There is no substitute, and they’re not afraid to say that.”

Another trend that Diet Coke is capitalizing on, or at least its fans are, is the big wellness wave that’s happening, but in a very key demographic that doesn’t take itself too seriously. This is where the “fridge cigarette” comes in. “By choosing Diet Coke, there is a self-awareness that accompanies the choice,” explains Montera. “People drinking DC are saying, ‘I have vices, and I know it!’ but it serves the ‘little treat’ dopamine sensor to make you feel good even when you feel like you’re being bad.”

Diet Coke Merch Is the Next Frontier

Should you want to show your love for the brand, displaying and sipping on Diet Coke in drink form on social media is one way to do it, but there are other ways to prove that you’re part of the DC fan club, too. Not ready for a full-on soda fountain in your home? Bottle brand, Owala, has teamed up with Target for a collab of Diet Coke-branded tumblers that will allow you to tote your DC in style. And if you’re looking to incorporate DC into your wardrobe, brands offer everything from socks and earrings to hats and sweatshirts. Last Christmas, I gifted my aunt a doormat from Etsy that said “Welcome, Hope You Brought Diet Coke.” That, paired with a 12-pack of the mini cans of Diet Coke, made the perfect DC-lovers present!

The Takeaway

Diet Coke is more than just a drink; through strategic marketing, the brand has managed to bottle up a lifestyle. While Diet Coke may be trendy, it doesn’t feel pretentious– everyone can be part of the club, whether you’re sipping it in a drive-thru line with screaming kids in the backseat or at a dimly lit member’s-only venue that sees a revolving door of influencers. Because it’s so multifaceted, Diet Coke appeals to the masses. Thompson shares, “Diet Coke has a kind of nostalgia to it, and at the same time, it feels current,” hitting on one of the reasons it’s so popular. “It has that mix of comfort and confidence,” she says, which really drives home why it resonates with so many different people– of all ages and interests. We’re all looking for a little comfort these days! And Diet Coke has proven to be that for so many of us. A mid-day mood boost, a nostalgic memory, a trendy prop; Diet Coke embodies it all.”

“It’s the beverage of people who are juggling twelve things at once and still making it look intentional,” Teri summarizes. So many of us, myself included, have made Diet Coke a part of our personalities, and my take on it is this: I could have worse habits than drinking a Diet Coke, right? In a world where there’s so much going on, it feels easy to allow Diet Coke to be a constant.