Virginia stayed committed to her pledge. That is, until six hours later, when her resolve crumbled under the temptation of a Shirley Temple at dinner out with the grandparents. But I decided to stick with it.
The diet soda news made me break out in a hot flash last week. You may not understand if you are one of those 'I don't drink carbonated beverages' kind of gals, and that's ok... stop reading and go make yourself a smoothie.
For a decade, I was the Diet Coke Guy: eccentric, mainstream but not obvious, at odds with the way others would try to define my masculinity (how many "Dude, why are you drinking Diet Coke? Worried about your girlish figure?" comments have I fielded?).
There's an opportunity for you, challenger brand, to take advantage of the backlash against soda and create a little niche for yourself. Innovate around where the audience is, from Gen Y- and Z-ers to helicopter parents who couldn't imagine anything as toxic as soda touching their children's lips.
Just two weeks ago, Coca-Cola made a big show of "caring" about our country's obesity epidemic, releasing an ad that declared, "We are concerned, we care and we are all in this together." The next week, they announce their successful seduction of Taylor Swift, signing her up to promote Diet Coke.