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Short answer is that Diet Coke was supposed to taste sweeter than Classic Coke, like Pepsi. Coke Zero tastes like Classic Coke, or as much as it can without having sugar.
Longer answer, Diet Coke was the start of the Cola Wars. Coke had been losing money, and they got a new CEO who wanted to try new things. They had always only made one product--Coca Cola--but he started experimenting because Pepsi was gaining in sales, and other products like RC had a bigger market than they do now. So his first change was Diet Coke, because other people were making diet sodas. However, at that time Pepsi and Coke were starting their taste test frenzy, and Coke's data (and Pepsi's) showed that more people chose Pepsi in a blind taste test.
So the Coke R&D folk came up with a sweeter product that scored well in the taste tests, and made a diet drink of it--Diet Coke. They released it and it was hugely successful and so the new Coke CEO was suddenly a genius, and he started getting bold. That's when he came out with New Coke, which was originally just supposed to be Coca Cola and replace the old formula completely. It was sweeter than the old product and won in taste tests over Pepsi.
New Coke, of course, bombed. Even though it won in taste tests, and was successful when it first came out, there was a backlash against it. Purists rallied boycotts and anti-New Coke rallies. The South especially felt betrayed, because they saw Coke as a southern product. More logically, also, Pepsi already had the loyalty of people who liked the sweeter cola, so New Coke didn't bite into its market base as much as expected, even if people preferred it in a taste test, and of course they completely lost the market for those who preferred the old, less sweet but stronger taste. Sales plummeted, and finally they introduced "Classic Coke" to be sold alongside "New Coke," and a decade or so later "New Coke" had vanished.
But Diet Coke continued to sell very well, since it tasted more like New Coke, and it was an original diet soda so it had no market loyalty issues. Decades later, Coke once again began experimenting with new products, with Cherry Coke and Vanilla Coke and a diet Coke that had half the sugar with aspertame. There was a market explosion of new soda products everywhere, especially diet or sugar free products, and that's when they came up with Coke Zero, which was supposed to be a new diet Coke that tasted like Classic Coke.
Something like that, anyway. I'm too lazy to look up names and dates, but it was once a favorite story of mine.
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