Tuesday, February 17, 2009
Diet Coke, Heidi Klum & Heart Health
Diet Coke has partnered with Heart Truth again this year to educate women about women's heart disease in an extensive series of print, tv and online ads. The campaign debuted this week during American Idol, and features spokeswoman Heidi Klum, who served as the spokeswoman last year, as well.
In addition to bringing Heidi back, Diet Coke has also revived its old tagline "Just for the taste of it," which debuted with Diet Coke's 1982 launch. You will see this tagline in future TV spots that will feature other celebrity and taste maker partners.
"The tagline still has a lot of equity, not just in that it's great tasting, but also that it's tasteful and sophisticated," said Coke rep Susan Stribling.
"With Heidi's help, we hope to continue to keep the spotlight on this critical issue, reaching even more women and their families with information and resources for healthier hearts," said Caren Pasquale Seckler, group director of low-calorie colas at Coca-Cola North America in a statement.
The campaign's messaging also includes "Good taste is about making a statement" and "Where there is a red dress, there's a way." The ads encourage consumers to visit www.dietcoke.com where they can learn more about heart health.
Other campaign elements include the placement of the Heart Truth's red dress logo on 6 billion packages, sponsorship of Fashion Week's "The Heart Truth's Red Dress Collection" fashion show, the inclusion of the dress collection in a traveling road show that will reach 6 cities through April, and a red dress charm encrused with rubies and diamonds, that Heidi designed. Heidi will wear the charm to the Academy Awards, and consumers who visit www.dietcoke.com can enter a contest to win a limited edition charm.
This is the second year of the campaign, which was created by Wieden+Kennedy, Portland, OR. Diet Coke spent $26 million on media (excluding online) for the first 11 months of 2008, per Nielsen Monitor-Plus and $51 million in 2007.
source: Diet Coke Brings Back 'Just for the Taste of It', BrandWeek, Jan 29, 2009, By Kenneth Hein