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Diet Soda Loses Conversational Fizz; Talk About Regular Varieties Bubbles Over

Posted On: 10/12/2016

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TAGS: soda rankings, diet soda, regular soft drinks, social media chatter about soda, Engagement Labs, Total Social, Diet Pepsi, Coca-Cola Zero, Diet Dr Pepper, Coca-Cola, Sprite, Ed Keller

NEW YORK CITY -- The passion people used to have for diet soda seems to have gone flat. But consumers now are talking about regular soft drink brands again, according to a new analysis of consumer conversations on social media chatter and person-to-person by Engagement Labs.

The company's new Total Social tool, which is used to examine the combined online and offline consumer conversations about brands and categories, found that Diet Pepsi, Coca-Cola Zero and Diet Dr Pepper are some of the underperformers. Meanwhile, their regular soft drink counterparts -- Coca-Cola, Sprite and Pepsi -- scored strongly. In fact, all of the soft drink brands that have above-average Total Social scores in the category are the regular versions.

Engagement Labs attributed the low level of buzz around diet sodas to health concerns about artificial sweeteners, consumer interest in natural ingredients and a backlash to formulation changes.

"The question beverage companies need to ask is: how can they bring the positivity enjoyed by regular soft drink brands to their diet counterparts?" said Engagement Labs chief executive Ed Keller.

Engagement Labs offers data, analytics and insights for marketers. TotalSocial is an "always-on" scoring system that tracks 500 brands within the U.S. across 17 major industry categories, and 350 brands in the UK.

TotalSocial Soda Ranking