The product quickly overtook the company's existing diet cola, Tab, in sales.

Its rival Pepsi had no such qualms, and after the long-term success of its sugar-free Diet Pepsi (launched in 1964) became clear, Coca-Cola decided to launch a competing sugar-free brand under the Coca-Cola name that could be marketed more easily than Tab.

As the formulation was done to mollify one retailer, this variety had little advertising and promotion, as the company preferred to market Coca-Cola Zero instead.

In 2018, in an effort to be more appealing to millennials, Diet Coke was packaged in a taller, more slender can (of the same volume) and introduced four new flavors.

[8] According to the Coca-Cola Company, the sweetener blend is "formulated for each country based on consumer preference".