The Coca-Cola Co. has given its Diet Coke packaging a limited edition new look as part of a “heart health” campaign for the US market.
For the third year running, Coca-Cola Co. has teamed up with Heidi Klum and the National Heart, Lung, and Blood Institute (NHLBI) for the heart health awareness campaign, which will run throughout February for ‘American Heart Month’.
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Limited-edition Diet Coke packaging to support the campaign will depict “one person’s journey from heart health awareness to empowerment to advocacy”, the firm said last week (4 February).
Klum will also return to the runway for a Diet Coke sponsored Red Dress Collection Fashion Show on 11 February, the kick-off to Mercedes-Benz Fashion Week in New York.
“The Heart Truth campaign celebrates healthy lifestyle choices, which have become increasingly important to Diet Coke consumers. In the third year of our partnership with the NHLBI, we are proud that we can continue to play an important role in this educational conversation,” said William White, brand director, Diet Coke North America.
National print, television and online adverts will support the campaign. Diet Coke will also feature at a “pop-up event” in Los Angeles, where visitors can receive advice from registered dieticians and health experts. Free heart screenings will also be available.
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By GlobalDataThe firm last month launched a campaign in the US to coincide with the Vancouver 2010 Olympic Winter Games in Canada.
The campaign, to be anchored by a group of US Olympians, will involve limited edition Olympic Games-themed packaging, media and digital experiences.
