ATLANTA — In an effort to raise awareness of women's heart health educational programs, an actress and a fashion designer have joined Diet Coke and the National Heart, Lung and Blood Institute's The Heart Truth campaign.
Diet Coke said fashion designer Diane von Furstenberg teamed up with the brand to introduce a limited-edition collection of aluminum bottles that feature iconic prints from von Furstenberg, which will be sold in select Diane von Furstenberg stores in New York and on DVF.com during the month of February. Proceeds from the bottle sales will benefit the Foundation for the National Institutes of Health, in support of The Heart Truth and women's heart health research and educational programs, Diet Coke said. In addition, Diet Coke also will donate $1 to the FNIH, up to $100,000, for those that re-tweet Diet Coke's The Heart Truth post on Feb. 8.
Also on Feb. 8, actress Minka Kelly will participate in the campaign's Red Dress Collection Fashion Show — which kicks off New York Fashion Week — and will sport a custom Diane von Furstenberg dress. As part of the upcoming fashion show, five Diet Coke fans will attend the annual fashion show after entering for a chance to win via a social networks contest that encouraged the brand's fans to "show their hearts" by using the "#ShowYourHeart" hashtag.
In related news, special Diet Coke packaging also is making its debut, which features the campaign's stick figure painting a large, red heart. Additionally, more than six billion packages of Diet Coke will feature The Heart Truth logo throughout the year.
"For five years, Diet Coke has been a passionate supporter of The Heart Truth and its efforts to raise awareness about the importance of heart health," said William White, brand director for Diet Coke North America. "While we've shared this vital message with millions of people through our partnership with the NHLBI, we'll reach even more this year with creative online programs, in-store activations and eye-catching packaging."