Marketing: Brands entice consumers to join the fun
Miller Lite, Pom encourage fan participation in marketing programs
The Coca-Cola Co.’s Diet Coke brand re-entered the fashion world by releasing its second limited-edition T-shirt in the beverage aisles of Target stores last month. The winning design came from Julianna Base, who created an original T-shirt design inspired by singer/songwriter Taylor Swift’s style and Diet Coke consumers, the company says. The T-shirt shows a sketch of a confident woman in a flaring red skirt leaning on a Diet Coke logo. Base’s design was chosen from hundreds of designs as part of the second season of the Diet Coke Young Designer Challenge. As a result, Base won $10,000 and a trip to meet Swift at her final U.S. Red Tour stop in Nashville, Tenn.