Once upon a time, back in 1886, John Pemberton invented Coca-Cola and sold it to customers of an Atlanta pharmacy. Over the course of the following century the world fell in love with ice-cold Coke.

And the rest was history. That was that.

Or, at least, it was until the birth of Diet Coke – the no-calorie alternative to Coca-Cola,– almost 100 years later. It made its US debut in 1982 at Radio City in NYC and a year later (the same year the first mobile phone was released) Europe got a taste.

Diet Coke was the first product since the very beginning to include the Coca-Cola trademarked name. Since then, the ‘Diet Coke break’ has become a cultural phenomenon and Diet Coke packaging has had makeovers from the likes of Diane Von Furstenburg, Karl Lagerfeld, Moschino and Versace.

Diet Coke: the timeline

1983: Diet Coke is launched in Europe

1986: Diet Coke becomes the world’s top low-calorie drink

1990: Advertising Age editors select Diet Coke as the Brand of the Decade

1994: The world gets a glimpse of Lucky Vanous, the original Diet Coke break hunk

1996: Diet Coke announces its partnership with the Grammy Awards

2001 – 2006: Extra flavour! Diet Vanilla Coke, Diet Coke with Lime and Diet Black Cherry Vanilla Coke are all launched in various markets

2012: Jean Paul Gaultier is appointed creative director, designing three bottles and two cans

2013: Diet Coke celebrates its 30th birthday. Marc Jacobs is unveiled as the brand’s new creative director. Diet Coke gets its fourth hunk.

2015: Diet Coke inspires fans everywhere to #RegretNothing

2015: Diet Coke collaborates with J.W.Anderson to create a designer collection including aluminum bottles, t-shirts, a tote bag, a premium notebook and a limited-edition collector’s box.

2016: To celebrate the partnership with Absolutely Fabulous: The Movie, Diet Coke released limited-edition Diet Coke Absolutely Fabulous-themed bottles and cans. The designs were decorated with a striking image of Edina Monsoon and Patsy Stone.

Diet Coke Absolutely Fabulous The Movie

Watch our interview with two of the film's biggest stars, Jennifer Saunders (Eddy) and Joanna Lumley (Patsy) about adapting the much-loved TV series for the big screen.