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Diet Coke is a brand with tremendously loyal consumers – it’s in essence an indispensible part of their daily life. However, with the migration a… Read More
Diet Coke is a brand with tremendously loyal consumers – it’s in essence an indispensible part of their daily life. However, with the migration away from carbonated to healthier beverages, Diet Coke needed a platform that would align itself with a “heart-healthy” lifestyle. The answer was it’s tent pole sponsorship of the Wear Red “Heart Truth” program to raise awareness of Heart Disease among women. The Creative Solution involved a program to have competing celebrities wear Red Dresses at the Academy Awards, choose a winner, and have her become the Evergreen spokesperson for the DKO campaign “Heart Truth”. Hence, the Heidi Klum campaign and accompanying Wear Red Digital Program elements. Props to colleagues Michael Piekarski, Malinda McFarlane & Hal Riley. Read Less
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Diet Coke Integrated Brand Campaign
DKO - USA, Digital Ecosystem
Diet Coke is a brand with tremendouslyloyal consumers – it’s in essence an indispensible part of their dailylife. However, with the migrationaway from carbonated to healthier beverages, Diet Coke needed a platform thatwould align itself with a “heart-healthy” lifestyle. The answer was it’s tent pole sponsorship of the Wear Red “HeartTruth” program to raise awareness of HeartDisease among women. The CreativeSolution involved a program to have competing celebrities wear Red Dresses atthe Academy Awards, choose a winner, and have her become the Evergreen spokesperson for the DKO campaign“Heart Truth”. Hence, the HeidiKlum campaign and accompanying Wear Red Digital Program elements.  Props to colleagues Michael Piekarski, Malinda McFarlane & Hal Riley.