Is our 2000s obsession bringing Diet Coke back too?

Move over, matcha lattes—Diet Coke is making a major comeback. Once the drink of choice for fashion editors, celebrities, and 2000s "girlboss" culture, the zero-calorie soda is bubbling up again, dominating TikTok, influencer feeds, and even celebrity diets. But this isn’t just a nostalgic throwback—Diet Coke’s crisp taste, caffeine kick, and unexpected versatility are winning over a new generation.

The  numbers don’t lie

In 2024, Coca-Cola reported a 12 per cent increase in revenue in North America, with its diet and zero-sugar options leading the charge. Market reports also show a steady rise in Diet Coke sales, driven by viral social media trends and growing interest in sugar-free alternatives. Even in India, where full-sugar sodas have traditionally dominated, the shift towards "healthier" fizzy drinks is evident with Diet Coke becoming the go-to choice for those looking for a guilt-free caffeine fix.

Social media’s diet coke obsession

TikTok is largely responsible for Diet Coke’s cultural reset, reviving the “dirty soda” trend—essentially mixing Diet Coke with syrups, creamers, or citrus for a fun twist. Videos of people experimenting with combinations like Diet Coke with vanilla syrup or the controversial “protein soda” (yes, people are mixing protein shakes with Diet Coke) have racked up millions of views.

Then there are the celebrities. Dua Lipa sparked a debate when she shared her take on Diet Coke—mixing it with pickle juice and jalapeño slices. The unexpected combo had fans divided, but one thing was clear: Diet Coke was back in the pop culture conversation. Whether you love it or hate it, Dua Lipa’s viral Diet Coke moment only only added to the drink’s renewed appeal.

Even brands are cashing in on the trend. Limited-edition collaborations, throwback-inspired can designs, and influencer marketing campaigns are fueling the drink’s newfound cool factor.

The 2000s nostalgia effect

Another reason Diet Coke is making a major comeback? Well, it’s pretty clear: the 2000s revival is in full swing, influecnign both fashion and culture. Think micro mini skirts, chunky highlights, and, of course, the Diet Coke aesthetic. Back in the day, it wasn’t just a drink—it was the drink. It was the go-to refreshment for every busy fashion editor, the ultimate “I’m too busy for lunch” accessory.

While we’ve (thankfully) moved past the toxic diet culture that once surrounded it, the association with effortless cool still lingers. For a lot of millennials and Gen Z-ers, sipping on a Diet Coke feels like a playful nod to the era of flip phones, paparazzi shots, and tabloid culture. It brings that whole "it girl" vibe, effortlessly chic and just a little bit rebellious. There’s something so iconic about it—the simple, sleek can, the fizz, the caffeine hit. It feels like we're tapping into a little piece of that 2000s glamour, but with a modern twist.

And let’s be real, there’s a certain irony to drinking a soda that was once tied to diet culture, now in the era of “treat yourself” and body positivity. That’s probably part of its appeal—there’s a certain defiance to it.

So, is Diet Coke officially the trendiest drink of 2025? All signs point to yes. Whether it's through viral drink hacks, the ongoing Y2K aesthetic revival, or just the fact that it’s a no-guilt refreshment that’s easy to grab on the go, Diet Coke is having its well-deserved moment.

If you’ve never been a Diet Coke fan, maybe it’s time to reconsider. But hey, if you're going to get on the bandwagon, maybe skip the pickle juice (unless you’re feeling adventurous).

Lead image credit: IMDB

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