Diet Coke, one of the world's most recognizable brands, has joined the effort to raise awareness about women and heart disease in a new, powerful partnership with The Heart Truth. Launched in early 2008, the campaign's Red Dress symbol appeared on selected Diet Coke products as part of a multi-faceted program to reach American consumers with information on heart health. The Red Dress symbol, campaign messages, and risk factor information were shared with millions through Diet Coke's presenting sponsorship of the Red Dress Collection 2008 Fashion Show and The Heart Truth Road Show, bringing heart health screenings to 10 U.S. cities.
In addition, inclusion of The Heart Truth in Diet Coke's sponsorship of the Oscars in February 2008 afforded the issue a significant new platform through appearances of Diet Coke's program spokesperson Heidi Klum. Media advertising, consumer retail programs, and employee outreach rounded out the program that drove Diet Coke consumers to redeem "MyCokeRewards" points, which raised funds for the Foundation for the National Institutes of Health to further the efforts of women's heart health awareness and research.
A Diet Coke-funded survey on behalf of The Heart Truth measured the impact of corporate programs in raising awareness - and revealed an increase in women who recognized the Red Dress and who were aware that heart disease is their #1 killer.
Visit The Heart Truth Web site for more information.
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Diet Coke's program spokesperson
Heidi Klum at the Oscars in February 2008