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Diet Coke highlights partnership with The Heart Truth campaign

BY Allison Cerra

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."

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Campbell’s appoints SVP, chief human resources officer

BY Allison Cerra

CAMDEN, N.J. — Campbell Soup Co. has appointed a new leader for its human resources department.

Robert Morrissey, who has served as VP human resources for Campbell’s North America division since 2006, was appointed SVP and chief human resources officer. In his new role, Morrissey will be responsible for Campbell’s global human resources function, including talent acquisition and management, organizational effectiveness, compensation and benefits, and diversity and inclusion for the company’s 18,000 employees.

Morrissey succeeds Nancy Reardon, SVP and chief human resources and communications officer, who is retiring from her post after nearly eight years in the role.

Prior to joining Campbell’s, Morrissey held human resources roles with drug maker Bristol-Myers Squibb from 1997 to 2003.

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Tic Tac debuts Shake It Up campaign

BY Allison Cerra

SOMERSET, N.J. — Tic Tac has unveiled its first-ever 360-degree marketing campaign, the brand announced Monday.

Tic Tac said Shake It Up highlights odd facts about daily routine activities and encourages consumers to explore new ways of doing things. The campaign features interactive advertising — including TV spots and a three-tiered billboard (that touts an augmented reality experience) in New York’s Times Square — and mobile experiences, including the brand’s new Tic Tac Viewr application, which allows consumers to directly interact with Tic Tac’s outdoor and print ads, and product packaging.

More information about the campaign can be found on social media outlets, including the brand’s Facebook page, Twitter feed and YouTube channel.

"In listening to our consumers, we learned that they want to be surprised and entertained. Our response was to create a campaign that inspires them to spontaneously break up their routine," said Noah Szporn, category manager for Tic Tac mints of Ferrero U.S.A. "The 360-degree Shake It Up campaign goes beyond traditional advertising, especially through the mobile technology of the Tic Tac Viewr app, which allows consumers to engage with Tic Tac mints wherever they are through a medium that they never leave behind."

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