Diet Coke Integrated Brand Campaign
DKO - USA, Digital Ecosystem
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.
