For the third consecutive year, Diet Coke is partnering with Klum and the National Heart, Lung, and Blood Institute (NHLBI) in a national heart health awareness campaign called The Heart Truth.
To bring heart health into the spotlight during February, American Heart Month, Diet Coke will distribute special limited-edition packaging in support of the campaign. Klum will return to the runway for the Diet Coke sponsored Red Dress Collection Fashion Show on Feb. 11, the popular kick-off to Mercedes-Benz Fashion Week in New York.
“The Heart Truth movement is near and dear to my heart, and I’m honored once again to join Diet Coke as their ambassador for the program,” said Klum. “This year I want to inspire even more women and their families to make choices that promote stronger, happier and healthier hearts.”
As part of the promotion, Diet Coke packaging will have a new look in February. The limited-edition packaging will graphically depict one person’s journey from heart health awareness to empowerment to advocacy. The Heart Truth’s Red Dress logo will also appear on more than 6 billion packages of Diet Coke throughout the year.
“The Heart Truth campaign celebrates healthy lifestyle choices, which have become increasingly important to Diet Coke consumers. 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,” said William White, brand director, Diet Coke North America. “One of the tips from NHLBI is to maintain a healthy weight. Incorporating regular physical activity into your routine is an essential approach to maintaining a healthy, balanced and active lifestyle.”
The Heart Truth campaign has helped raise awareness that heart disease is the #1 killer among women to nearly 70% compared with 34% in 2000 before the campaign was first introduced.
Diet Coke will bring The Heart Truth messages to consumers at a unique pop-up event in Los Angeles. The event will draw people by providing a fun experience where visitors will receive advice from registered dietitians and other health experts on diet, staying active and being heart healthy. Free heart screenings will also be available.
Diet Coke will continue to spread The Heart Truth message through national print, television and online advertising support. Consumers who “Dare to Be Inspired” can find daily encouragement for staying heart healthy on DietCoke.com. For the month of February, DietCoke.com will provide daily heart health tips as well as ways to get involved in The Heart Truth.