Diet Coke and Heidi Klum Inspire Women & Their Families to Learn The Heart Truth(R)
Wearing its heart on its can, Diet Coke unveils new inspirational packaging
ATLANTA--(BUSINESS WIRE)-- Diet Coke and Heidi Klum are joining forces once again. For the third consecutive year Diet Coke is partnering with Klum and the National Heart, Lung, and Blood Institute (NHLBI) in a national heart health awareness campaign called The Heart Truth. To bring heart health into the spotlight during February, American Heart Month, Diet Coke will distribute special limited-edition packaging in support of the campaign. For her part, Klum will return to the runway for the Diet Coke sponsored Red Dress Collection Fashion Show on February 11, the popular kick-off to Mercedes-Benz Fashion Week in New York.
"The Heart Truth movement is near and dear to my heart, and I'm honored once again to join Diet Coke as their ambassador for the program," said Klum. "This year I want to inspire even more women and their families to make choices that promote stronger, happier and healthier hearts."
Diet Coke packaging will have a new look in February. The limited-edition packaging will graphically depict one person's journey from heart health awareness to empowerment to advocacy. The Heart Truth's Red Dress logo will also appear on more than 6 billion packages of Diet Coke throughout the year.
"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. "One of the tips from NHLBI is to maintain a healthy weight. Incorporating regular physical activity into your routine is an essential approach to maintaining a healthy, balanced and active lifestyle. And with no calories and great taste, Diet Coke is not only an excellent choice for managing calorie intake, it also provides refreshment and hydration that helps our consumers be their best throughout the day."
The Heart Truth campaign has helped raise awareness that heart disease is the #1 killer among women to nearly 70 percent compared with 34 percent in 2000 before the campaign was first introduced.
Taking the Message on the Road
Diet Coke will bring The Heart Truth messages to consumers at a unique pop-up event in Los Angeles. The event will draw people by providing a fun experience where visitors will receive advice from registered dietitians and other health experts on diet, staying active and being heart healthy. Free heart screenings will also be available. More information will be available on DietCoke.com.
Promotions and Advertising
Diet Coke will continue to spread The Heart Truth message through national print, television and online advertising support. Print ads will run in major magazines, including Essence and Ebony, while the television ads will appear on high-profile shows, such as "American Idol," the Vancouver 2010 Olympic Winter Games and The Academy Awards(R). Additionally, digital integration will be included on Yahoo! Shine, People.com and Lifescript.
Consumers who "Dare to Be Inspired" can find daily encouragement for staying heart healthy on DietCoke.com. For the month of February, DietCoke.com will provide daily heart health tips as well as ways to get involved in The Heart Truth.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
About The Heart Truth Campaign
The Heart Truth(R) is a national awareness campaign created by the National Heart, Lung, and Blood Institute (NHLBI), part of the National Institutes of Health, U.S. Department of Health and Human Services (HHS), that warns women about their #1 health risk--heart disease, and the need to take action against its risk factors. The centerpiece of The Heart Truth is the Red Dress, which was introduced as the national symbol for women and heart disease awareness in 2002 by NHLBI. The Red Dress(R) reminds women of the need to protect their heart health, and inspires them to action. For more information, visit www.hearttruth.gov.
Source: The Coca-Cola Company
Released February 4, 2010