Diet Coke’s Old Slogan Fizzles Out

Diet Coke is canning its venerable “Just for the Taste of It” slogan on New Year’s Day, changing the catchwords for the first time since the low-calorie soda debuted in 1982.

The new slogans will be “Taste It All” and “One Awesome Calorie,” the Atlanta-based Coca-Cola Co. confirmed Tuesday. Both will be emblazoned on Diet Coke cans and bottles and will form the basis of a new advertising campaign, Coke spokesman Randy Donaldson said.

He declined to say why Coke was changing the current slogan and would not release details of the new ad campaign.

The current slogan, with its emphasis on erasing the perception that diet sodas don’t taste as good as sugared drinks, has been credited with helping Diet Coke make a rapid rise to one of the world’s best-selling beverages.