Coca Cola are bringing back the Diet Coke Break this year, and introducing a new flavour, Diet Coke Citrus Zest, to again tempt woman away from their work.
The famous advert of a group of female office workers taking their morning break to ogle a shirtless construction worker debuted in 1994. That was when Coca Cola realised that they had saturated the cola market, so had to take on new competition - namely tea and coffee.
Since then, Coca Cola have refused to take no for an answer, refusing to believe that there's no-one they can't persuade to imbibe their fizzy beverage.
With their new flavour, there are now an amazing 17 variations to choose from: Coca Cola, Diet Coke, Caffeine Free Diet Coke, Diet Coke with Lemon, Diet Coke with Lime, Diet Coke Citrus Zest, Diet Coke with Splenda, Cherry Coke, Diet Cherry Coke, Diet Vanilla Coke, Coca Cola Raspberry, Coca Cola Diet Raspberry, Coca Cola Black, Cherry Vanilla, Diet Coca Cola Black Cherry Vanilla, Vanilla Coke, Coca Cola Zero, Coca Cola C2, Coke BlāK, and not forgetting the infamous New Coke/Coke II.
Laugh at me now for suggesting that one of the world's most successful and profitable companies needs my advice, but ponder this:
Don't you think that Coca Cola is diluting its brand?
They've chosen a path they've no choice but to continue on, so eventually they'll cover the entire fruit gamut with with numerous chemically sweetened varieties. Then what?
I personally don't get it. You drink Coke because you like Coke. You drink cherryade because you like cherryade. Why mix them? It just makes an even more sickly-sweet concoction that I don't want to drink.
Coca Cola is now ubiquitous. It has no mystique. It's a bog-standard brand that sells for the same price as its bog-standard supermarket-brand competitors. They have to spend ever more gazillions of pounds every year supporting their brands (four times more than the UN's annual spending on combating child poverty). Currently they're sponsoring "WAGs Boutique on ITV2" on ITV2. Coca Cola describe it as a programme "which is set to become one of ITV2’s biggest programming brands for 2007". Come on, it's an appallingly low-rent, brain-rotting programme on a low-rent minority TV channel for morons.
I predict problems ahead for Coca Cola.