In recent years, the body positivity movement has gained momentum, encouraging people to embrace their natural bodies rather than striving for unattainable ideals often perpetuated by celebrities and social media. Amid this cultural shift, soda brands are working to reshape public perception, pushing back against the idea that sodas are inherently unhealthy and that “diet” drinks contribute to harmful body image standards.
The Rise of “Zero Sugar” Branding
To better connect with younger consumers, many leading soda brands have abandoned the term “diet” in favor of “zero sugar.” Canada Dry, 7Up, and A&W have already embraced this rebranding strategy, reflecting a broader industry effort to appeal to an audience increasingly skeptical of diet culture.
“Young people just don’t like the word ‘diet,’” said Greg Lyons, Chief Marketing Officer at PepsiCo Beverages North America, in an interview with CNN. Pepsi has been ahead of the curve, having marketed its zero-sugar variant for years. In fact, when Donald Trump was elected president in 2016, Pepsi rebranded its Pepsi Max line as Pepsi Zero Sugar to align with changing consumer preferences. “No Gen Z wants to be on a diet these days,” Lyons added. “It’s about the freedom to choose what they want without feeling guilty.”
Canada Dry has also rebranded its diet ginger ale as “Ginger Zero,” while A&W transitioned from calling its calorie-free root beer a “diet drink” to labeling it a “zero sugar drink.” The decision was largely consumer-driven, as customers questioned why the product still carried the “diet” label. “Zero Sugar Diet Ginger Ale is a clear example of how we are giving people choices and helping them find what works for them,” said A&W Brand President Susan Senecal.
Catering to a New Generation of Consumers
As soda companies adjust to shifting cultural norms, their strategies reflect the evolving priorities of younger generations—one that is rejecting restrictive diet culture in favor of a more flexible, guilt-free approach to consumption. By embracing “zero sugar” branding, soda companies hope to appeal to consumers who value choice, balance, and a lifestyle free from outdated perceptions of dieting.
With these rebranding efforts, the industry is signaling a broader commitment to meeting modern consumer expectations while continuing to market their products in a way that aligns with contemporary values.