ABSTRACT
The discussion is framed from a Western perspective, using three examples TaB, Diet Coke, and Coke Zero to contextualise Coca-Cola's response to public health concerns that have beleaguered the beverage industry, specifically rising rates of obesity and reported links between artificial sweeteners and cancer. Diet Coke sold as Coca-Cola Light in some countries is currently the most valuable diet soda brand and most widely consumed. Diet Coke was the result of Coca-Cola's 'Project Harvard', which was engaged in future forecasting and banked on diet drinks as a growing market despite ongoing concerns about the safety of artificial sweeteners. Diet Coke was 'the most carefully developed and researched product' in Coca-Cola's history. Although Diet Coke still ranked among the most popular soft drinks, in less than a decade, it had gone from Coca-Cola's smash hit to 'problem child'. Coca-Cola debuted Coke Zero in 2005 with the largest product launch since Diet Coke.
