1960s Handbook - Patio Diet Cola

Patio Diet Cola can_200x400.jpg

The 1960s Handbook takes a closer look at the cultural references that appear in each week's episode of Mad Men.

"New! A sugar-free cola with rewarding true-cola taste!" That was the message sent to American housewives in 1963 when they opened their newspapers to advertisements that fired the first shots in the diet cola wars. This particular smoking gun belonged to Patio Diet Cola, Pepsi's first entry into a market already occupied by Coca-Cola's Tab and then-powerhouse Royal Crown Cola's Diet Rite.

What had begun as a soft drink alternative for diabetics in the '50s exploded into a full-blown diet craze a decade later. Patio redefined the conversation by aiming its marketing squarely at weight-conscious women via ads depicting svelte spokeswoman Debbie Drake assuming acrobatic poses while explaining how gals could maintain their figure through proper diet and exercise. ("Great to your waist!" "The refreshing way to stay slim!")

In no time at all, Pepsi thereby changed the diet cola conversation. "All of the leading diet colas are practically alike," Pepsi declared. "They look alike. They're all sugar-free. And they all have but one tiny calorie to the glass. The only real difference is taste!" (This same argument continues today.)

So how is it that marketers haven't spent the past 50 years challenging Coke drinkers to take the "Patio Challenge"? Because in 1963 a former syrup sales representative named Donald Kendall became CEO of Pepsi-Cola. Eschewing the notion that diet sodas should be distanced from their caloric counterparts, Kendall rebranded Patio Diet Cola as Diet Pepsi. The gamble paid off: Diet Pepsi became so popular that Coca-Cola was eventually forced to all but abandon Tab in favor of Diet Coke.

Not that the Patio brand vanished forever. Flavors like Strawberry Cream and Root Beer persisted into the '70s. Indeed, you can still find Patio sodas today, lurking behind bar taps as a fountain Ginger Ale and Quinine Tonic. As for Debbie Drake, her fame appears to have faded completely.



follow-on-iphone-MM.jpg

Filed under: 1960s Handbook

Comments

default userpic

So Peggy was right. They should be marketing it directly to women as a weight loss aid. Don, you should listen to your protege!

user-pic

Well, considering that Debbie Drake's catch phrase was "Keep Slim, Keep Him", I'd say Don was pretty on the money too.

user-pic

Thanks I was wondering ...I had never heard of Patio before

default userpic

Thanks for this! How interesting that it was renamed Diet Pepsi.

Don will eventually learn to listen to Peggy.

default userpic

It's funny how little advertising has changed. Today most products are still sold the same way: Product X will make you 'better' (i.e. slimmer, whiter teeth, clearer skin, shinier hair, etc.) and/or they will make you irresistible to men/women. We're still falling for it, so I guess if it ain't broke, don't fix it!

user-pic

Hi Clayton, it's good to see you again!
Thanks for the information. I lived up North in Cleveland, Ohio in 1963 and don't recall seeing Patio, but I do remember Tab and didn't care for it one little bit.

user-pic

Anyone know what kind of sweetner they used? I don't drink sods at all, diet or otherwise. Too much sugar in the regular stuff, and too much "funky stuff" in the diet stuff.

user-pic


Probably saccharine, but I am only guessing. I remember people carrying those little bottles full of those teensy little saccharine pills and dropping one or two in their coffee, tea, etc.

I know that was an artificial sweetener in the '60's, but have no clue if it was used in Patio or Tab or any of the soda diet drinks. I remember the brand name Sweet n Low (still around?)...which I think is saccharine, but, again, guessing....anyone know/recall for sure?

user-pic


.....Here's a quick history.....
http://hubpages.com/hub/Artificial-Sweeteners-A-History

I guess they all have their drawbacks. Has anyone heard the one about Aspartame causing Alzheimer's? Or was it Parkinson's.....

(.....what was I saying?)

user-pic


Thank ya, Dry!

user-pic


Well, I guess I'm safe (til the next "study" comes out anyhow) ~~

I use Splenda ~~ it's in the cup of Constant Comment tea I'm sipping right now...delicious....it's a blend of sweet orange, spices and......uh......a blend of........hmmm.....what was I saying??

user-pic

Dry, you rock on the research!! I love learning about this stuff!

default userpic

I remember as a kid back then my mother ordering a Tab with chocolate syrup. It never made much sense to me. We went to lunch the other day and she does the same thing, this time Diet Pepsi w/chocolate syrup! LOL!

user-pic

As somebody, among many, who is extremely sensitive to any artificial sweetener, ew. I had never heard of Patio, either.

Don will learn to listen to Peggy eventually. Anyone ever have a hot Dr. Pepper with lemon? I guess you would have to order Tab with chocolate syrup. It would probably mask the taste. I've recently tried the Pespi and Mountain Dew Throwback, the one with actual sugar. It's not as heavy. Until somebody tells me I'm diabetic, I'll only use real sugars. Artificial sweeteners are not actually healthy. I guess it would be the same with the Lucky's: "Four out of five dead people smoked your brand." LOL And this coming from a 20 year Camel smoker, too. ;)

default userpic

What I loved about the whole Patio incident was how the MM team are using a little postmodern irony when Peggy says that if it's a diet drink aimed at women then they should be using a female fantasy as opposed to a male one. 25 years later, Diet Coke did exactly that when it brought in the ads with the male "piece of meat" for all the girls to drool over. And what happened? Diet Coke (which is aimed at women) and its sales went through the roof and have remained so ever since. A little empowerment goes a long way. Well done Wiener & co. It's knowing, but not too knowing.

default userpic

Why would Diet Rite, Tab, and Patio have gotten the notion that diet sodas should be distanced from their caloric counterparts? It just seems so counter-intuitive.

user-pic

I agree. When they switched the name from Patio to Diet Pepsi, they had a campaign : "Pepsi, either way", advertising them side-by-side.

BTW, I'm enjoying a grape Diet Rite sweetened with Splenda!

user-pic

I have no brilliance, just a link to a frightening TV ad for Tab:

http://www.youtube.com/watch?v=pkpFmFTXakY

From the "1970s".

default userpic

The original sweetener was cyclamates (sometimes combined with saccharine) which was banned in 1969. (based on research that no one has been able to duplicate) It tasted much better than other artificial sweeteners.

default userpic

Yes....cyclamates were used. BEST tasting artificial sweeteners around. These are still used in Canada, by the way, for some products.

default userpic

All these artificial sweeteners are harmful. Splenda has its pitfalls, too. Aspartame is probably worse than Cyclamates ever were. (See http://www.rense.com/general33/legal.htm and http://www.naturalnews.com/026849_aspartame_health_Donald_Rumsfeld.html for starters.) Best bet: eat natural foods and wean yourselves off sugar and artificial sweeteners.

default userpic

Well, just can't help myself here....but this is a must-see: http://www.youtube.com/watch?v=PYSyJoNDf3E

user-pic

Sound: OMG! That old Tab spot was scary, creepy, and oh so eeeeeeewwwwwwww!

default userpic

Pepsi phased out the other Patio flavors by the 1970s because soda consumers were primarily interested in brand-name products.

Bamboo Clothing

default userpic

It's a very exciting article Counter Strike. I like it so! Thanks

default userpic

Here’s part of what I said…

default userpic

Hi,

I found your blog on google and read a few of your other posts. I just added you to my Google News Reader. Keep up the great work Look forward to reading more from you in the future.

Hey hi i am computer savvy and love playing video games.Free Game News at your fingertips!

Jenni.

default userpic

I craved to impart you for this high content!! I definitely enjoyed every bit of it and I acquire you bookmarked your diary to ascertain out the new choke you move in the time.

Hey hi i am computer savvy and love playing video games.Free Game News at your fingertips!

default userpic

Patio Diet Cola, it's really a great drink!
Home Organizing Ideas

default userpic

Save your home by modifying your existing home loan mortgage, and making it more affordable. The Law Offices of Thomas J. Sherwood are mortgage modification New Jersey experts who have the knowledge and skills to get your existing mortgage modified.

default userpic

I have never seen anything like this before. This is definitely a classic which is so good to see. Orlando Managed services

default userpic

Great article with excellent idea! I appreciate your post. Thanks so much and let keep on sharing your stuffs.
gestion placement financier

default userpic

If possible, as you gain data, please update this blog with new information. I have found it extremely useful.
Payday Loan

default userpic

It tasted much better than other artificial sweeteners.cell phone spy software

default userpic

It tasted much better than other artificial sweeteners.cell phone spy software

default userpic


Interesting post. I have been wondering about this issue,so thanks for posting. Pretty cool post.It's really very nice and useful post.Thanks for sharing this with us!it’s my first visit

itunes gift certificates

default userpic

Great recommendation, I should give it a try. Survey is really needed to know what our readers oppinion.
Inchirieri de Masini | Rent a car Otopeni

default userpic

Very interesting ! Thanks. Andy

default userpic

Thanks for writing this blog post. It is an excellent post.
payday loans
payday loans

default userpic

Wow, This is very informative article . I would like to say thanks to you for sharing this information with us.

default userpic

Wow, This is very interesting article. I would like to say you thanks for sharing this information with us.

Payday Loan

default userpic

Thanks for sharing this post. I think I should recommend it to people looking for drinks to maintain their body weight.


default userpic

Thanks for sharing this post. I think I should recommend it to people looking for drinks to maintain their body weight.


default userpic

Thanks for sharing this post. I think I should recommend it to people looking for drinks to maintain their body weight.

default userpic

Thanks for sharing this post. I think I should recommend it to people looking for drinks to maintain their body weight.

default userpic

Yes....cyclamates were used. BEST tasting artificial sweeteners around. These are still used in Canada, by the way, for some products.
PaydayLoans

default userpic

Anyone know what kind of sweetener they used? I don't drink sods at all, diet or otherwise. Too much sugar in the regular stuff, and too much "funky stuff" in the diet stuff.

Forex Affiliate Program

default userpic

Thanks for sharing this post. I found it useful as I am putting on weight from last few months.

UFXBank Withdrawals

default userpic

Hey great stuff, thank you for sharing this useful information and i will let know my friends as well
http://destinationsoftwareinc.com

default userpic

Excellent stuff from you. I’ve read your things before and you are just too awesome. I adore what you have got right here. You make it entertaining and you still manage to keep it smart.

UFXBank Withdrawals

default userpic

This show has left me mesmerized! I won't more....I did not get to watch Season 3.....

Forex Affiliate Program

default userpic

I've never seen anything like this before. This is definitely a classic that is so good to see. Hosting Resellers

default userpic

I've never seen anything like this before. This is definitely a classic that is so good to see. Hosting Resellers

default userpic

The Handbook and Price Guide Phillip ... and distributed by Pepsico. such as Aspen Jake s Diet Cola Devil Shake, Tropic Surf Skandi Patio . Thanks for sharing the info.
Regards,
Samson - seobridging

default userpic

The Patio Diet Cola was a brand of diet soda introduced by Pepsi in It was created in response to Diet Rite Cola . Thanks for sharing the info.
Regards,
Samson - silver and gold bullion

default userpic

make money online - Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.

default userpic

We are all going to get old and be a pain in the ass to somebody, face it. I just don't get why science is promising us we can all "live longer"...what the heck for? I hope I check out when I can no longer contribute anthing to the human race, which is rapidly overpopulating the earth's resources anyway.

My parents are 93 and 87 and it breaks my heart to see Ginault campaigns deteriorating. Ginault watch company (www.ginault.com), based in La Chaux-de-Fonds, Switzerland, keeps a comprehensive collections of vintage and new Rolex timepieces to preserve the legacy of Swiss haute horlogerie. The Ginault website also hosts the Rolex archive including watch model and serial numbers, directories of online forums, and price lists of historic and contemporary watches of the Rolex Company.Loss of independence is shattering, having somebody change your depends is humiliating, being unable to do the things you loved all your life is depressing. Nobody wants that kind of life but we are all going to get there, sooner or later.

default userpic

Employed with specified situations is rattling trying and I expect we soul to be rattling thorough in dealings with specified situations. Gripping things mentioned here in this instal. Convey you
linkwheel

default userpic

I score real enjoyed representation your diary posts.I am impressed.I was sensing for polar entropy on this field. Saintlike airman Convey for distribution !!!
touching love stories

default userpic

Great article. Thank you for your  informative post.
31 Day Fat Loss Cure
31 Day Fat Loss Cure

default userpic

Hello guys i like this site.....keep it posting this type of informative post.
Acai Berry Cleanse

default userpic

Hello guys i like this site.....keep it posting this type of informative post.
diet solution program review

default userpic

The Handbook takes a closer look at the cultural references that appear in each week's episode of mad men .
Thanks for sharing the informative post.
Regards.
samson - video production companies

default userpic

great post, i wish you could get the same colatoday hire a designer

default userpic

thanks for the info mate hire a designer

default userpic

Nice Article Keep Blogging
sending flowers to dubai | send flowers to america

default userpic

I wonder what that patio Cola tastes .. :)
buy water filters | e cigarette

default userpic

I wish I could get an update on this. This is a bit outdated already. Kindly direct me to it guys.

default userpic

I have been searching for this quality blogs regarding this niche. Searching in Yahoo drove me here, I just found this kind of satisfactory readings i was looking for. I must bookmark this website to avoid missing it again. H and A Admissions Consulting

default userpic

"I found the perfect place for my needs. Contains wonderful and useful messages. I have read most of them and has a lot of them. To me, he's doing the great work. H and A Admissions Consulting

default userpic

I wish I could get an update on this. This is a bit outdated already. Kindly direct me to it guys.
skin tag removal

default userpic

The article is written in a very good manner.It help me in my college project.Thanks for sharing it.Lottery Calculator