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Diet Coke and Minka Kelly prepare to promote the ’12 Heart Truth Red Dress collection at NYFW


News

February 7, 2012/9.38


Minka Kelly

Diet CokeThe Heart Truth campaign has seen the Coca-Cola Company create newly designed packaging for Diet Coke to commemorate the soft drink manufacturer’s fifth-year support of the National Heart, Lung, and Blood Institute’s (NHLBI) campaign, to promote heart disease awareness. Diet Coke has also participated in numerous awareness-raising programmes to aid the campaign over the last few months.
   Lucire has covered many of the Heart Truth’s Red Dress shows since their inception in 2002, and the latest, for fall 2012, will see five Diet Coke fans join the celebrity models on February 8.
   Diet Coke ambassador Minka Kelly (above) will be on the catwalk this week in a custom Diane von Fürstenberg red dress.
   Fans had showed their support on Twitter, Tumblr and Instagram, hashtagging photographs of themselves with #ShowYourHeart. The five best photographs were selected, and Kelly chose one grand prize winner—who got a shopping spree with a style expert—from them.
   Extending the Twitter campaign, Coca-Cola will donate $1 to the Foundation for the National Institutes of Health (FNIH) for every re-Tweet of the Diet Coke Heart Truth post on February 8, with an upper limit of $100,000.
   Coca-Cola will release a special Diet Coke package for February featuring a promotional graphic (left), while over 6,000 million packages will feature the Heart Truth logo through the year.
   Von Fürstenberg has also created a limited-edition collection of Diet Coke aluminium bottles, featuring her prints, for sale at her stores and at dvf.com through February. Proceeds go to the FNIH, in support of the Heart Truth and women’s heart health research and educational programmes.
   Diet Coke will also promote heart health programmes with Subway, which will donate $50,000 toward heart health research and educational programmes. Subway will donate up to an additional $50,000, for every photograph uploaded to Twitter with the hashtag #SubwayHeartTruth.


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