Diet Coke’s New Identity: The Go-To Fuel for Hustle Culture and Workaholics

Once seen as a zero-calorie midday pick-me-up, Diet Coke has evolved into the unofficial fuel of hustle culture, according to The Financial Times. The drink, now linked to long work hours and high-achieving professionals, has developed a new cultural identity—one at odds with Coca-Cola’s traditional branding.

How Diet Coke Became Synonymous With Workaholism

• Elon Musk and other high-profile figures have openly embraced Diet Coke as their preferred stimulant over coffee or alcohol.
• Professionals in high-stress industries rely on it as a caffeine fix during grueling workdays.
• Despite growing health concerns around soft drinks, Diet Coke remains a staple among productivity-focused individuals.

A Branding Shift for Coca-Cola?

While Coca-Cola has traditionally marketed itself as a symbol of relaxation and refreshment, Diet Coke’s image has taken a decidedly different turn—representing late nights, high-pressure careers, and the modern grind mindset.

As consumer habits evolve, Diet Coke’s association with workaholism and hustle culture raises questions about whether Coca-Cola will embrace or distance itself from this unexpected rebranding.