Tuesday, July 24, 2012
Light... Or Diet?
I suspect the European market is less obsessed with the "diet" fads. Since I've been here, I haven't seen one story on the cover of a European magazine with a headline pertaining to weight loss. Are people just content with themselves here? It's a strange thought, I know. I feel like in America we're constantly trying to "better" ourselves and even speaking with my professor here, she confessed that she had gotten braces because her American friends had made her self conscious about her teeth when she hadn't been before.
I also thought about additional reasons why Coca-Cola Light could be offered. I know the "Dr. Pepper 10" campaign is targeted towards men because "men don't diet." I'd be interested to see how many men were more willing to drink "Coca-Cola Light" than "Diet Coke." If the percentage of men willing to drink light beer is any indicator, I'd guess that "Coca-Cola Light" isn't much better than "Diet Coke" in terms of word choice. That being said, is Coke Zero popular here? I personally am not a fan, but I haven't been around enough soft drink consuming Europeans to really tell whether or not "Coca-Cola Light" did the trick for taking the stigma out of drinking a sugar-free and calorie-free drink or if Coke Zero was angled differently. What are your thoughts? Are people here just more inclined to be content with their bodies and lives, or is there another reason for this interesting change in name? After all, the logos are almost identical just with different words, "Diet" and "Light" that are positioned above and below "Coca-Cola" respectively.