Diet Coke joins the heart truth campaign

Diet Coke’s first major marketing push of the year will focus on women’s hearts—literally.

The No. 3 soft drink will launch new ads, packaging and events to raise awareness about women’s risk of heart disease in conjunction with the National Heart, Lung and Blood Institute’s “The Heart Truth” campaign.

The Heart Truth program introduced the Red Dress as a national symbol for women’s heart disease in 2002. Beginning, Jan. 22, it will appear on 2.5 billion Diet Coke, Caffeine-Free Diet Coke and Diet Coke Plus products. National TV, print and online ads will trumpet during American Heart Month in February, but the first print ad will appear in the Jan. 18 issue of People.

“Our research with consumers has told us that women today are increasingly mindful of making choices that positively impact their lives,” said Katie Bayne, CMO of Coca-Cola North America, Atlanta, in a statement. “Through this partnership, Diet Coke can help raise awareness about heart disease, the No.1 killer of women, while showing women how to incorporate heart-health into their lives.”

Steve - ...and to offer up the idea that Diet Coke is a mindful choice for women's heart health, without actually saying so, of course.

Did I fail to mention that Coke has partnered with cable channel ExerciseTV to create exercise programming that feature an array of Coke products?

One can never cease to be amazed by the audacity.