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Probably because Diet Soda has a (well-deserved, in my opinion) reputation for tasting vile. They wanted to avoid that stigma, since Coke Zero is (again, in my opinion) rather less vile than most diet sodas (though anyone who says it tastes "just like regular Coke" has had their taste buds killed off by too much diet soda).

Also, there was already a "Diet Coke" brand. The company probably didn't want people to confuse the two.

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