Putting heart into the product
By Hugh Jordan. Brand truth. Diet Coke is all heart these days. The drinks brand has launched The Heart Truth, a series of awareness raising events in the US, promoting the issues surrounding heart disease. And even the product’s packaging has been given a hearty makeover.
“Our research with consumers has told us that women today are increasingly mindful of making choices that positively impact their lives,” says Katie Bayne, CMP, Coca-Cola North America. “For them, drinking Diet Coke is an essential part of their modern pursuit of well-being.”
And so, to reciprocate, Diet Coke has set out to ensure those women are well informed about their well-being.
The Heart Truth campaign kicked off on 1 st February 1st, National Wear Red Day, with Diet Coke exhibiting a selection of dresses – all red, of course – at the Mercedes Benz Fashion Week. Made by some of the fashion world’s top designers, six of the dresses are now on tour around the US as part of The Heart Truth Road Show.
People living in the 10 toured cities can come along, see the dresses and, perhaps more importantly, have a free heart check up.
The National Heart, Lung and Blood Institute is partnering with Diet Coke, lending the month-long campaign their expertise, not to mention some credibility.
“A variety of activities, including screenings and provision of educational materials to communities across the country are planned,” says Elizabeth Nabel, MD, director at the NHLBI. “We hope that this collaborative effort will help us continue to reach millions of American women with our critical message of heart health.”
To further promote its involvement, Diet coke is releasing new cans. Two and a half billion new packages will feature The Heart Truth and Red Dress logos, and contain information about how women can best look after their heart health. The packs will remain on shelves until 31st May this year. TV, radio and print spots are also planned.
It might seem odd that a fizzy drink company is taking the moral high ground on heart health, but Diet Coke is exploiting its caffeine-free, low-sugar positioning to the maximum. And Bayne believes the campaign, and, most importantly, NHLBI’s involvement, couldn’t have come at a better time:
“Through this partnership, Diet Coke can help raise awareness about heart disease, the number one killer of women [in the US], while showing women how to incorporate heart health into their everyday lives.”
