Blog: Diet Coke ups fashion stakes in cola war

Michelle Russell | 13 June 2011

It was inevitable that The Coca-Cola Co would make its own style statement following the launch of PepsiCo's 'skinny' cans in the US.

PepsiCo's roll-out was made in a bid to connect better with the cola's core female market.

Coca-Cola has returned fired. After teaming up with fashion designer Karl Lagerfield to launch a range of limited edition designs for its Diet Coke bottle in the UK, it has now gone one step further.

The brand has put its name to 'Style it Light', a channel within Yahoo! UK's fashion channel. The site is part of a larger campaign designed to promote Diet Coke and Coca-Cola Light across Northwest Europe and Nordic countries.

The cola wars are back in fashion.


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