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Diet soda used to bring home the bacon—until many shoppers decided it isn’t really a healthy alternative and sales started slimming down.

But as shown in The Coca-Cola Company’s Wednesday earnings report, there’s one brand that’s managing to keep its sales afloat: Coke Zero. A clever “Diet Coke for men” marketing strategy, combined with a consistent global rollout, has meant Coke Zero has posted near-consistent sales increases since its debut in 2005.

For more, take a look at the chart above, compiled from Beverage Digest sales estimates.

Read next: 3 Charts That Show Why No One Wins the Coke vs. Pepsi Fight

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