Coke To Consumers: ‘You Are What You Drink’

Forget taste. Forget low calories. Forget refreshment.

Diet Coke’s new ad campaign and slogan focus on none of those.

Instead, three new spots feature humorous vignettes in which Diet Coke is depicted as making women more attractive.

The brand is even axing its original 1982 slogan, “Just for the Taste of It,” which it dropped in 1991 but reintroduced in 1995, and replacing it with a variation on an old saying: “You Are What You Drink.”

The new slogan and ads by Lowe & Partners break next week.

Coke executives are playing down the campaign’s focus on sex appeal. Instead, Sergio Zyman, Coca-Cola’s marketing czar, said the spots are designed to “capture the holistic attitude of young adults.”