Diet Coke faces negative publicity

Title

Diet Coke faces negative publicity

Creator

Saldanha, Avil; Aranha, Rekha Hitha; Kujur, Prerna Shalini

Description

Research methodology A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts, which are available in the public domain. The protagonists name has been masked. Case overview/synopsis This case study examine the controversy surrounding Diet Coke and the dilemma faced by the Coca-Cola vice president of marketing, Henry Kingston, over its product labeling. While Diet Coke has long been favored by health-conscious consumers seeking a low-calorie alternative, concerns over its use of aspartame, an artificial sweetener linked to potential health risks, had sparked consumer backlash, regulatory scrutiny and accusations that the company was misleading consumers with its labeling. The issue gained momentum when former US President Donald Trump publicly switched to regular Coke, citing health concerns over aspartame, further fueling media debates on artificial sweeteners. With increasing pressure from social media, consumer advocacy groups and regulatory bodies questioning whether the term diet misleads consumers into assuming the product is inherently healthier, Coca-Colas senior management team led by its CEO faces a critical dilemma whether to retain the strong brand recognition of Diet Coke or reposition the product with greater transparency. The case highlights the challenges of ethical marketing, corporate responsibility and consumer health awareness in the food and beverage industry, raising crucial questions about balancing brand loyalty with regulatory compliance and evolving consumer expectations. Complexity academic level This case study is suitable for under-graduate and post graduate students studying marketing strategy and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization courses at the undergraduate and postgraduate levels. 2025 Emerald Publishing Limited

Source

CASE Journal;pp.1-10

Date

01-01-2025

Publisher

Emerald Publishing

Subject

Brand management; Consumer behaviour; Crisis management; International marketing; Marketing

Coverage

Saldanha A., Department of Marketing, St. Josephs Institute of Management, Bangalore, India; Aranha R.H., Department of OB and HR, School of Business and Management, CHRIST (Deemed to be University), Bangalore, India; Kujur P.S., Department of Marketing, St. Josephs Institute of Management, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 15449106;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/TCJ-06-2025-0192

https://www.scopus.com/pages/publications/105029755335?origin=resultslist