Rhiannon Joyce

And they've really cemented themselves in different cultural moments.

Diet Coke at a time was the drink.

I want to know, why do you think that they were able to build such strong cultural relevancy when they did?

I think early 2000s and it being, again, still having that fashion adjacent alignment, but I do see it as like the go-to drink for celebrities as well.

Yeah.

I feel they had really good celebrity endorsement in the early days.

They had Whitney Houston.

They had Demi Moore.

Like they've had a longstanding...

celebrity endorsement campaign.

I also think what's really interesting for me is Diet Coke's original positioning in the 1980s, there was a lot of emphasis on taste, but also the word diet, as you said.

So that was very much part of their vernacular.

And at that time, it didn't feel like a lot of people were doing that.

That feels less relevant now.

Yeah, absolutely.

I don't know why as well.

I always associate Diet Coke with office culture.

And I weirdly remember this ad of three women being in an elevator and they're in this like bougie New York building.

And they're beautiful, by the way, like they look like supermodels, but they're cosplaying as like normal work people.

and there's an issue in one of the elevators or on the floor and there's like this super hot this is like old school so again there were a lot of like stereotypes and tropes so bear with me here it was like a super hot like electrician or someone who was coming in to fix and the girls were like watching him and it was all like very like sexy like classic like 90s 2000s ad where it was like there were like always sexual connotations or undertones that like didn't need to be there they're in the marketing rooms going sex sells it must be sexy it