Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not?
The question is asked because of the emergence of Coke Zero.
I would argue that Diet Coke could not reposition itself. It has been around for too long and its image in the eyes of the public is relatively set.
Men have been shown to be hostile to the idea of diet soda in general. They believe that diet drinks are for women, not for men. Because of this, any drink with the word "diet" in its name would surely have a very hard time appealing to men. In addition, it is very difficult to remake a product's image. Diet Coke has been in existence for almost 30 years. This means that its image has had time to set firmly in the American consciousness.
Because of the presence of the word "diet" in Diet Coke's name, and because Diet Coke had been around for so long, I do not believe that it could have repositioned itself.