For some, a soft drink is just a refreshment. For a dedicated and growing community, Diet Coke is a lifestyle, an aesthetic, and even a passion worthy of permanent body art. This unique fandom is making its mark, both figuratively and literally, moving far beyond the supermarket shelf.
The Ultimate Declaration: A Tattoo of Devotion
When 31-year-old Morgan Shively decided to get a new tattoo, her choice raised few eyebrows among those who know her. Her latest ink? A delicate bouquet of flowers sprouting from an illustrated Diet Coke can. "I definitely had a brief 'oh wow, am I really doing this?' moment on tattoo day," Morgan told Metro. The idea came from a graphic a friend sent online, knowing her profound love for the drink.
After much contemplation, she concluded her affection was indeed lifelong. "I'm so glad I didn't talk myself out of it because now it is genuinely one of, if not my very favourite, tattoos," she said. A TikTok creator, Morgan grew up in a Diet Pepsi household but discovered Diet Coke in her early twenties. "Once I did, there was no going back," she stated, noting she'd rather have water than accept a Diet Pepsi substitute in restaurants.
The process felt fated when she discovered her tattoo artist, Matt McKelvey, was also a "Diet Coke girly." The design, which she initially considered a "silly idea," became a "piece of true artwork." The public reaction surprised her, with strangers regularly stopping her in the street to compliment the unique tattoo.
From Secret Sips to Soda Fountains: A Lifelong Romance
The fandom's dedication manifests in various ways. For 32-year-old Londoner Mason Joshua Leggatt, it was love at first sip at age 18. "I took my first sip of it and knew immediately I was hooked. It was truly magical," he recalled of the perfectly presented, ice-cold glass at a friend's house. His passion was forced underground during a stint as a dental nurse, where fizzy drinks were taboo, becoming a "secret love affair." Now in a new career in brand partnerships, he can indulge openly.
Across the Atlantic, TikToker Kristen Hollingshaus has elevated her obsession to professional levels. Known online as a definitive "Diet Coke girl," she recently launched an exclusive merchandise collaboration with the brand itself. Her journey began rebelliously at 16, trying her older sister's Diet Coke, and led to working in a soda shop. Her commitment deepened with the purchase of a home soda fountain, a move she made after struggling to find good fountain Diet Coke in San Francisco.
"I decided to be a guinea pig if you will and buy a fountain and share the behind the scenes and cost, setup, etc.," she explained. Her followers include some of the drink's most knowledgeable enthusiasts, from former technicians to owners of multi-flavour machines.
The Perfect Pour: Rituals and Recipes
True fans often have meticulously specific preferences for their ideal Diet Coke. Morgan keeps it simple: a super-cold can straight from the fridge. Mason, however, has an elaborate recipe involving a frosted glass, pebble ice, True Lime, and a can "marinating" in the fridge for 24 hours to develop icy shards.
Kristen agrees on the importance of marination, but takes it further. "My true ideal Diet Coke is either a fountain Diet Coke or a can that has been properly marinated in the refrigerator for at LEAST 10 days," she revealed, adding crystallised lime for the perfect finish.
Navigating Fandom in a Conscious World
Despite parent company Coca-Cola facing criticism over environmental and humanitarian issues, the Diet Coke fandom often seems insulated from this negative press. Professor of Psychology Gayle Stever explains this through cognitive dissonance. "If you have two firmly held beliefs and they are in conflict, the mind often tries to change one or the other," she said. Loyal fans may discount negative information as flawed or irrelevant to their personal enjoyment.
Fans like Morgan are aware of the tension. "I think it's important for big brands to be held accountable and to do better," she said, separating her lighthearted personal love for the drink from expectations of corporate responsibility.
Ultimately, the fandom thrives on a shared sense of humour and a theme of "romanticising life." While the financial might of classic Coca-Cola dwarfs Diet Coke—with global brand values of around £74 million versus £5.8 million respectively—the dedication of DC drinkers is a powerful cultural force. From tattoos to merch collabs, this community shows no signs of losing its fizz.
