The soft drink industry has experienced exponential growth in the last few years. This growth can be attributed to many factors such as aggressive marketing, availability of the drinks, and consumer preference However, one of the most significant factors for the growth in this industry is the demand for drinks that do not expose consumers to health risks. This is because consumers are increasingly becoming aware of lifestyle diseases especially those associated with dietary habits. As such, consumers are shunning drinks that contain harmful ingredients such as calories, cholesterol, and sugars. They are instead demanding for healthier drinks that contain minimum or no amounts of these ingredients to safeguard their health. Manufactures have therefore responded to the new market demand by producing numerous drinks to target the widening consumer base. Despite the influx of the soft diet drinks market by a myriad of drinks, some products have totally dominated the market. One of such drinks is Diet Coke, a product of the Coca-Cola Company, the leading soft drink maker in the world. The purpose of this paper is to provide an overview of this unique brand and explain why it stands out in the market against its competitors. Diet Coke provides an interesting case study as the most successful brand of health drinks in the world since its inception and introduction into the American market 27 years ago. Its success was so instant that it was introduced to the world market in early 1983. This success hinged upon the promise to offer consumers the original coke quality without any calories attached to it. Its unprecedented success was so magnanimous that it has been credited with revolutionizing the soft drink industry. Many other soft brands, most of them by the Coca Cola Company followed its introduction and the market has reached saturation point (Hanlon, 2007). This product contains fewer amount of caffeine than a regular cup of coffee or tea. It also contains such other useful ingredients as sodium, aspartame, preservatives, colors, and citric acid. It also contains other minerals such as vitamins, albeit in limited mounts. It is the most favorite sugar free drink. It does not have any fibers, sugars or the much-dreaded cholesterol (Living strong, 2010). The brand has continued to enjoy impressive performance in terms of market share. In the soft drinks category, it has occupied third spot earning a consistent 9 points in market share capitalization worth $936.3 million (Bauerlein, 2010). The success of this brand relies on a number of both internal and external factors. The most influential reason for the success of this brand is the secrecy that surrounds its formula. The formulation of this drink has been a secret since it was invented. To help in maintaining the secrecy, Coca Cola avoided patenting the formula and instead chose to keep it a secret (Strassman, 2011). Coca Cola has one of the best internal appraisal mechanisms that not only guarantee that its products undergo a continuous process of improvements but also meet consumer demands. These products include Diet Coke, which has undergone several improvements to match new market trends. Some of these improvements include changing its packaging in c