Maddison Sullivan-Thorpe

Like, even if you look at cigarettes at the moment, we're seeing them everywhere.

It's like Jewelry, but Kylie Jenner, Charlie XCX.

These were things that were very uncool.

We've spent 20, 30 years going, these are terribly bad for you.

I can't help but wonder, like, does Diet Coke always have a spot if nostalgia keeps swinging back to certain things?

And ultimately, it will always be a hallmark of the 80s and 90s.

that they are happy for the pie to be across the two, but they wouldn't mind Diet Coke having a bigger slice.

And when that first Devil Wears Prada came out, that was peak Diet Coke culture.

Coke Zero was like five years old.

Well, it was funny because I was so fascinated by this that Diet Coke, I didn't realise, was so anchored in femininity.

I just assumed that it was anchored in diet culture and had that synergy with fashion and that sort of 90s lifestyle.

But the whole reason they actually launched Coke Zero was to try and create a sub-segment that appealed to males who didn't want to be associated with the word diet or something that had culturally become so feminine.

And the irony is they've ultimately landed still with a largely female demographic on a Coke Zero.

And while it was a feeling, I do also have facts to back it up.

But the Wall Street Journal article was saying it was a two-prong approach.

It was to target both men, and I'm paraphrasing here, but also to have the exact same mouthfeel of a Coke.

And so that's what a lot of people argue is that a Coke Zero gives you all of the joy of having a full sugar Coke.

It was funny that that was like what they were targeting.

When the diet was very much we're going to make it taste different.

Do you think they've landed with getting the male audience?