Brenda Khan
Diet Pepsi was initially called Patio Diet Cola. PepsiCo introduced the drink in 1963 as their first diet drink, in response to the growing popularity of diet sodas, particularly Royal Crown's Diet Rite Cola. PepsiCo avoided associating Patio with their main brand, fearing that a potential failure could tarnish the Pepsi name. The drink was marketed towards women and people with diabetes. In 1964, Patio was renamed Diet Pepsi, becoming the first mass-distributed diet soda in the United States.
| Characteristics | Values |
|---|---|
| Year of Launch | 1963 |
| Company | PepsiCo |
| Name of the drink | Patio Diet Cola |
| Reason for Launch | To compete with Diet Rite Cola by Royal Crown |
| Advertising | Fitness promoter Debbie Drake was Patio Diet Cola's spokesperson; the drink was also marketed as a soda alternative for diabetics |
| Flavours | Orange, grape, and root beer |
| Rebranding | In 1964, Patio was rebranded as Diet Pepsi |
| Tagline | Pepsi either way |
| TV Show Reference | Mad Men |
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What You'll Learn
Diet Pepsi's origins in the 1960s
In the early 1960s, PepsiCo began developing a lower-calorie cola alternative to appeal to the growing number of health-conscious consumers. This was in response to the success of Royal Crown's Diet Rite Cola, which had been introduced in 1958. Initially, PepsiCo was hesitant to associate this new product with its main brand, fearing that a potential failure could tarnish the brand they had spent years building. Thus, in 1963, PepsiCo introduced its first diet soda, which was named Patio Diet Cola. The drink was marketed towards women and positioned as a soda alternative for diabetics, with fitness promoter Debbie Drake as its spokesperson.
Patio was test-released in select markets in 1963 and was the first low-calorie soda produced by a major American company. The drink was available in grocery and mom-and-pop stores, and in 1964, Patio released orange, grape, and root beer flavours. However, advertising for Patio was scarce, as bottlers were regionally franchised, and related advertising was localised.
Recognising the growing trend towards diet food and drink, PepsiCo decided to rename Patio, and in 1964, Patio Diet Cola became Diet Pepsi. The newly branded drink was advertised alongside Pepsi, with the tagline "Pepsi either way". Diet Pepsi was the first mass-distributed diet soda in the United States, breaking new ground in the market and changing the trajectory of diet beverage history.
The early 1960s formula of Diet Pepsi used the artificial sweetener saccharin, which was the choice ingredient for diet soda creators at the time. However, in the 1970s, controversy arose when animal studies linked saccharin to bladder cancer, causing a public panic. Although it was later deemed safe for human consumption, the episode damaged consumer confidence in early diet soda sweeteners.
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Patio's role in the 'Cola Wars'
The "Cola Wars" is a term that emerged in the US in the early 1980s to describe the intense competition and marketing rivalry between The Coca-Cola Company and PepsiCo. Both companies have a long history of competing for market share and engaging in aggressive advertising campaigns to promote their respective brands.
Patio Diet Cola, or simply Patio, played a significant role in the Cola Wars by being Pepsi's first foray into the diet soda market. Patio was introduced in 1963 as a response to the success of Royal Crown's Diet Rite Cola, which was the first "diet cola" on the market. Pepsi, recognizing the growing trend of health and diet consciousness among housewives in the 1960s, wanted a piece of this emerging market. However, they were initially hesitant to link this new diet product directly to their main brand, fearing that a potential failure could tarnish the Pepsi name. Thus, they introduced Patio as a separate brand, hoping to capitalize on the growing demand for diet drinks.
The launch of Patio by Pepsi did not go unnoticed by Coca-Cola, and it forced them to act. In the same year, 1963, Coca-Cola introduced "Tab," their own diet cola product, which was marketed to consumers who wanted to keep "tabs" on their weight. This marked the beginning of a back-and-forth battle between the two soda giants in the diet soda category.
Despite the initial success of Patio, Pepsi eventually realized that the fad for diet food and drink was not a passing trend. They decided to rebrand Patio and bring it under the Pepsi umbrella. Thus, in 1964, Patio was renamed Diet Pepsi, solidifying its place in the Cola Wars.
Over the years, both Pepsi and Coca-Cola have continued to innovate and experiment with their diet and low-calorie offerings, introducing products like Diet Coke, Coke Zero, Pepsi MAX, and Pepsi Next. These new products have often been targeted at specific consumer segments, such as young men who might be turned off by the word "diet." The competition between the two companies has extended beyond the diet category, with both brands enlisting musicians as spokespeople, running celebrity-endorsed advertisements during the Super Bowl, and even engaging in corporate espionage, as seen in the 2006 attempt by Coca-Cola employees to sell the confidential formula to Pepsi.
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The influence of health trends
The launch of Patio Diet Cola in the 1960s was heavily influenced by the growing awareness of the health impacts of high sugar intake. As consumers became increasingly health-conscious, PepsiCo sought to develop a lower-calorie cola option to appeal to this new market segment. The product developers formulated a diet cola recipe, which was test-released in select markets in 1963 as Patio Diet Cola. This was the first low-calorie soda produced by a major American company. The drink was also marketed as a soda alternative for diabetics.
The health trend of the time was driven by a growing concern about the link between sugar consumption and health issues. As a result, there was a rising demand for diet and low-calorie food and drink options. This trend was particularly prominent among housewives and women, who were becoming more conscious of their weight and overall health. The launch of Patio Diet Cola was a direct response to this shift in consumer preferences and the success of Royal Crown's Diet Rite Cola, which was the first "diet cola" on the market, introduced in 1958.
The health trend had a significant impact on the branding and marketing strategies of beverage companies. Initially, PepsiCo avoided connecting Patio Diet Cola to its main Pepsi brand due to concerns that a potential failure could tarnish the reputation they had built over the years. However, once they recognized that the fad for diet food and drink was not just a passing trend, they renamed Patio to Diet Pepsi in 1964. This rebranding reflected the company's acceptance of the growing health trend and their commitment to providing lower-calorie options.
The health trend's influence also extended beyond the formulation of the drink itself. Advertising campaigns for Diet Pepsi often emphasized the link between the product and maintaining a slim and desirable figure. Slogans such as "The girls girl-watchers watch, drink Diet Pepsi" and visuals that accentuated slim waists reinforced the message that consuming Diet Pepsi would contribute to weight management and desirability. This approach to marketing leveraged the growing health trend and positioned Diet Pepsi as a lifestyle choice for those seeking to improve their health and appearance.
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Marketing strategies for diet drinks
The diet and nutrition industry is one of the fastest-evolving industries, and marketing strategies must be quick to adapt to get noticed by health and fitness enthusiasts. The main agenda of marketing in this industry is to inspire target customers to become healthier versions of themselves by using a brand's products or services. With the ill effects of processed fast foods becoming more well-known, many people are shifting to healthier, holistic lifestyles and eating habits.
In the 1960s, PepsiCo launched Patio, its first diet soda, to tap into the growing market of health-conscious housewives. However, they avoided connecting it to their main brand, worried that a potential failure could tarnish the image they had built over the years. When they realised that the fad for diet food and drink was not a passing trend, they renamed Patio to Diet Pepsi.
- Understand your target audience: Research their demographics, interests, behaviours, and purchasing decisions. This allows you to create personalised messaging that resonates with them. For example, understanding that housewives in the 1960s were becoming more health-conscious drove Pepsi to create a diet soda.
- Differentiate your brand: Establish a distinct place in consumers' minds by highlighting unique features, core values, and benefits. Pepsi's Patio was one of the first diet sodas on the market, allowing it to differentiate itself.
- Influencer marketing: Collaborating with influencers who have a story to tell can be an effective way to promote diet and wellness products.
- Social media presence: A diet and nutrition brand with good social media engagement will stand out and attract customers. Vitamin Water Germany, for example, promoted its functional water through social media posts by German basketball player Jannik Freese and received a positive response.
- Informative content: People who seek wellness and health products tend to do thorough research before buying. Provide informative content through blogging, but keep it concise and compelling.
- Colour psychology: The right colours for packaging and branding can attract the target audience and set the product apart from competitors. For example, green signifies health and nature, making it ideal for organic beverages.
- Leverage new technologies: Stay updated with marketing trends to engage consumers uniquely. This includes using Augmented Reality (AR) in marketing campaigns to create interactive experiences and personalising messages and products based on consumer data.
- Credible information: Provide scientific studies and research to support the effectiveness of your products.
- Build trust: Feature customer testimonials and ensure that your products align with your claims to build trust with your audience.
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Portrayal in Mad Men
In the first few episodes of season 3 of Mad Men, set in 1962-1963, Pepsi-Cola is featured as one of Sterling-Cooper's big new clients. The show portrays the launch of a "new" soft drink called Patio, which was, in reality, Pepsi's first foray into the diet soda market.
In the show, the launch of Patio is depicted as a point of contention between Sterling Cooper staff members when PepsiCo rejects a television commercial based on the film Bye Bye Birdie. This fictionalised launch of Patio Diet Cola is a nod to the real-life history of Diet Pepsi, which did indeed start life as Patio Soda in 1963. The show takes some liberties with the story, but it is largely based on facts.
The portrayal of Patio in Mad Men highlights the character Roger Sterling's involvement in the advertising campaign for the diet drink. Roger's challenge is to create a commercial that will appeal to women, who are becoming more health and diet-conscious in the 1960s. The show depicts the struggles of pitching a product to a female audience in a male-dominated industry.
The Patio storyline in Mad Men also showcases the era's social norms and gender dynamics. The show hints at the underlying implication that drinking Patio/Diet Pepsi will keep a woman slim and desirable, a theme that has persisted in the branding of diet drinks over the years. The show's attention to detail in portraying this moment in advertising history reflects the changing landscape of the food and beverage industry, with the rise of diet and health-conscious products.
Overall, the portrayal of Patio in Mad Men sheds light on the birth of Diet Pepsi, the challenges of advertising a "diet" product in a male-dominated industry, and the social norms and gender dynamics of the early 1960s.
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Frequently asked questions
PepsiCo introduced Patio Diet Cola in 1963 as their first diet soda offering. It was created in response to Diet Rite Cola. PepsiCo avoided connecting Patio to their main brand, worried that a potential failure could tarnish the brand they had spent years building. In 1964, Patio was renamed Diet Pepsi.
PepsiCo recognised that the fad for diet food and drink was not a passing trend and decided to rename Patio to Diet Pepsi in 1964. Diet Pepsi became the first mass-distributed diet soda in America.
Yes, Patio Diet Cola was featured in the first few episodes of series three of Mad Men. The advertising campaign for Patio was a featured plot of a three-episode story arc in the third season of the show.
