Diet Coke Red Dress Program Offers Consumers Chance to Win An Exclusive Red
Dress Worn by Klum to Oscars(R) Red Dress for Klum's Oscars Appearance to Be Designed by John Galliano of
ATLANTA, Jan. 17 /PRNewswire/ -- Supermodel Heidi Klum is joining Diet Coke to help raise awareness of women and heart disease through the Diet Coke Red Dress Program. The program is part of Diet Coke's new partnership with The Heart Truth, a national awareness campaign about women and heart disease, sponsored by the National Heart, Lung, and Blood Institute (NHLBI), part of the National Institutes of Health.
Klum will play a key role in the Diet Coke Red Dress Program by wearing a red dress, the national symbol for women and heart disease awareness, to the Academy Awards(R) presentation on February 24, 2008. Beginning January 17, consumers will have the chance to win Klum's dress through a Diet Coke sweepstakes at mycokerewards.com that benefits the Foundation for the National Institutes of Health (Foundation for NIH). Klum's original couture dress will be created by renowned designer John Galliano of Dior.
"Heidi Klum's participation helps make this program even bigger and gives consumers a great way to become involved and learn more about a crucial women's health issue," said Caren Pasquale Seckler, group director, Low Calorie Colas, Coca-Cola North America. "Through the Diet Coke Red Dress Program, we're asking consumers to help us support women's heart health and giving them a chance to win a one-of-a-kind red dress worn to the Oscars by Heidi Klum."
To participate, consumers can visit mycokerewards.com to enter the Diet Coke Red Dress Sweepstakes for a chance to win the red dress that Klum will wear on the red carpet at the Academy Awards. For each sweepstakes entry, Diet Coke will contribute $1, up to a total of $250,000, to the Foundation for NIH in support of women's heart health research and awareness.
Additionally, multiple national and local Diet Coke Red Dress retail programs will help raise funds to benefit the Foundation for NIH and spread the word about women's heart heath. The Red Dress Program page at mycokerewards.com will also include a link to the Foundation for the NIH website where consumers can get information about making individual contributions.
The Diet Coke Red Dress Program is a multi-faceted initiative supporting The Heart Truth campaign that includes sponsorship of The Heart Truth's Red Dress Collection Fashion Show 2008 and The Heart Truth Road Show, plus special Diet Coke packaging and advertising. Consumers can find more information about the Diet Coke Red Dress Program at http://www.mycokerewards.com.
Red Dress Collection Fashion Show
Klum will make her first appearance as part of the Diet Coke Red Dress Program on National Wear Red Day, February 1, by walking the runway of The Heart Truth 2008 Red Dress Collection Fashion Show at Mercedes-Benz Fashion Week 2008. Presented by Diet Coke, the Red Dress Collection will feature one-of-a-kind dresses created by top fashion designers and worn by celebrity women on the runway to show their support of The Heart Truth campaign and the Red Dress -- the national symbol for women and heart disease awareness.
The Heart Truth Road Show
Diet Coke will add Klum's exclusive runway dress to the group of Red Dress Collection Fashion Show dresses that are part of The Heart Truth Road Show, a traveling national exhibit about women's heart health that offers free health screenings and information on heart disease.
Diet Coke Packaging, Advertising and Impact
New Diet Coke packaging will feature The Heart Truth and Red Dress logos and information about women's heart health. More than two and a half billion packages across all Diet Coke brands will appear on store shelves beginning January 21. Diet Coke will continue to expand awareness of the heart health message through national television, print and online advertising support. As part of the partnership, Diet Coke is funding independent research to assess the impact and awareness of the Diet Coke Red Dress Program.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola(R), recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling beverage brands, including Diet Coke(R), Fanta(R) and Sprite(R), and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For more information about The Coca-Cola Company, please visit our website at http://www.thecoca-colacompany.com.
About The Heart Truth Campaign
The Heart Truth is a national awareness campaign created by the
National Heart, Lung, and Blood Institute, part of the National Institutes
of Health, U.S. Department of Health and Human Services that warns women
about their number one health risk, heart disease, and the need to take
action against its risk factors. As the national symbol for women and heart
disease, the Red Dress aims to inspire women to take action to protect
their heart health. The Red Dress symbolizes that "heart disease doesn't
care what you wear -- it's the #1 killer of women." The campaign is being
conducted in partnership with the American Heart Association (AHA), Office
on Women's Health (DHHS), and WomenHeart: the National Coalition for Women
with Heart Disease. For more information visit http://www.hearttruth.gov.
Contacts: Susan Stribling Jesse Parker Stowell
Coca-Cola North America Full Picture
|SOURCE Diet Coke|
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