Teaching Notes: Diet Coke faces negative publicity

The case examines the controversy surrounding Diet Coke and the dilemma faced by the Coca-Cola vice president of marketing, Henry Kingston, over its product labeling. While Diet Coke has long been favored by health-conscious consumers seeking a low-calorie alternative, concerns over its use of aspartame, an artificial sweetener linked to potential health risks, had sparked consumer backlash, regulatory scrutiny and accusations that the company was misleading consumers with its labeling. The issue gained momentum when former US President Donald Trump publicly switched to regular Coke, citing health concerns over aspartame, further fueling media debates on artificial sweeteners. With increasing pressure...