I am not exaggerating when I say: the Incubeta office is fueled by Diet Coke. In fact, the Marketing team alone is probably responsible for a quarter of all Diet Coke consumption in the company. We know Diet Coke. We love Diet Coke. So, imagine our disappointment at the latest ad campaign, “Because I Can”, from Coca-Cola. It got me to thinking: what’s happened to Coke’s advertising strategy?