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The Diet Coke Red Dress Program is a multi-faceted initiative supporting The Heart Truth campaign that includes sponsorship of The Heart Truth's Red Dress Collection Fashion Show 2008 and The Heart Truth Road Show, plus special Diet Coke packaging and advertising. Consumers can find more information about the Diet Coke Red Dress Program at http://www.mycokerewards.com.
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On Tuesday, January 13, a symbolic "first shipment" of Diet Coke with Lime was delivered to New York City from Florida via Song, Delta Air Lines' new low-fare air service. Passengers flying the Ft. Lauderdale-New York route on Song were given the exclusive opportunity to be among the first to taste Diet Coke with Lime. The Delta Crown Room Clubs at Atlanta's Hartsfield-Jackson International Airport gave its members the chance to sample Diet Coke with Lime from January 5-9, before the nationwide roll-out began.
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Additionally, multiple national and local Diet Coke Red Dress retail programs will help raise funds to benefit the Foundation for NIH and spread the word about women's heart heath. The Red Dress Program page at mycokerewards.com will ... include a link to the Foundation for the NIH website where consumers can get information about making individual contributions.
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Klum will make her first appearance as part of the Diet Coke Red Dress Program on National Wear Red Day, February 1, by walking the runway of The Heart Truth 2008 Red Dress Collection Fashion Show at Mercedes-Benz Fashion Week 2008. Presented by Diet Coke, the Red Dress Collection will feature one-of-a-kind dresses created by top fashion designers and worn by celebrity women on the runway to show their support of The Heart Truth campaign and the Red Dress -- the national symbol for women and heart disease awareness.
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Advertising support for the launch of Diet Coke with Lime includes national radio, print, out-of-home and Internet components. Packaging for the new soft drink -- while maintaining the familiar equities of Diet Coke -- is stylish and noticeably "lime." Diet Coke with Lime will be offered initially in 20-ounce and 2-liter bottles, multi-pack cans, as well as 8-ounce bottles, where available.
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ATLANTA, Jan. 17 /PRNewswire/ -- Supermodel Heidi Klum is joining Diet Coke to help raise awareness of women and heart disease through the Diet Coke Red Dress Program. The program is part of Diet Coke's new partnership with The Heart Truth, a national awareness campaign about women and heart disease, sponsored by the National Heart, Lung, and Blood Institute (NHLBI), part of the National Institutes of Health.
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