I'm quite aware that such a prejudice exists--possibly encouraged by Tab's advertising, which famously focused upon the female figure (and its appeal to the Girl-Watcher's Gaze); the Diet Coke commercial that inverted the convention pretty clearly featured Lucky Vannous as eye-candy rather than a placeholder for potential male consumers.

I suppose my point, though, is that Coca-Cola has successfully established Coke Zero as a Guy Diet Soft Drink without recourse to any such "NO GIRLS ALLOWED" sign on the clubhouse.

(And I already have an Action Hero Beverage of choice, thank you.)