Is Diet Coke Dabbling in Drug References in Its Ads?

In the way the tagline, "You're on," and logo are positioned, the brand's new ads seem to refer to drug use—appearing to spell out the phrase "You're on coke."

The campaign, by Droga5 in New York, has been building considerable, um, buzz in the media and from consumers flocking to social media with mocking comments. (Gothamist has collected some prime tweets along these, er, lines.) And while one imagines no such connection to cocaine is implied, you can understand the snarky reaction.

A commercial shows various people downing the product to get psyched up before speeches and performances.