Coke and Heidi Klum focus on women’s health

This year, Diet Coke’s involvement in The Heart Truth will include sponsorship of The Heart Truth’s Red Dress Collection fashion show on 13 February at the Fashion Week 2009.

Diet Coke will also debut a targeted print, television and digital advertising campaign featuring Heidi Klum, unveil packaging featuring The Heart Truth’s Red Dress logo, and launch an updated website with consumer education about heart health as well as a travelling exhibit.

New this year, Klum is taking on the dual role of jewellery designer and model. She has created a Diet Coke Red Dress Charm, inspired by the Red Dress symbol, encrusted in rubies and diamonds and shaped like an hourglass to remind women that it’s time to get educated about heart disease, the number one killer of women in America today.

On 22 February, Klum will wear the Diet Coke Red Dress Charm on the Red Carpet at the Academy Awards to help raise awareness for women’s heart health.

Sweepstakes

For a chance to share Klum’s new look for the Red Dress, consumers are invited to enter to win a limited-edition version of the charm by entering the Red Dress Charm Sweepstakes at DietCoke.com.

“For more than 25 years, Diet Coke has played an integral role in consumers’ lives. We know that women today, now more than ever, are interested in taking care of their health,” said Caren Pasquale Seckler, Group Director, Low-Calorie Colas, Coca-Cola North America.

“Heidi Klum’s star-power helped The Heart Truth message reach millions of women last year, and with Heidi’s help we hope to continue to keep the spotlight on this crucial issue, reaching even more women and their families with information and resources for healthier hearts.”

Packaging, promotions and advertising

Diet Coke will continue to expand awareness of The Heart Truth through national television, print and online advertising support. Print ads featuring Klum will run in six magazines, including People, while the TV ads will appear on high-profile shows such as American Idol.

Diet Coke will place The Heart Truth’s Red Dress logo on more than six billion packages of Diet Coke, to reach women with this important health message. Diet Coke has also secured the support of several retail partners who will be activating retail programmes, including Target, Publix, Kroger, SuperValu, Safeway and CVS, among many others.