Beverage Industry

Diet Coke unveils heart health awareness packaging

February 8, 2010

Diet Coke renewed its partnership with model Heidi Klum and the National Heart, Lung and Blood Institute (NHLBI) for February’s American Heart Month. The campaign is called The Heart Truth and will feature limited-edition packaging in support of the campaign.
 
“The Heart Truth campaign celebrates healthy lifestyle choices, which have become increasingly important to Diet Coke consumers,” said William White, brand director of Diet Coke North America, in a statement. “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.”
 
This month, Diet Coke cans will feature a graphic series of a stick figure walking toward, holding and standing on top of a large red heart, which represents one person’s journey from heart health awareness to empowerment to advocacy. The Heart Truth’s Red Dress logo also will appear on more than 6 billion packages of Diet Coke throughout the year.
 
The brand also will bring The Heart Truth message to consumers at an event in Los Angeles. The event will allow visitors to receive advice from registered dietitians, health experts and free heart screenings. Diet Coke also will continue to spread the message through national print, television and online advertising support. In addition, Klum will model a Diet Coke sponsored dress at The Red Dress Collection Fashion Show on Thursday in New York City during Mercedes-Benz Fashion Week.