Klum and Coke see red over women’s health

Supermodel Heidi Klum has teamed up with Diet Coke to play a glamorous and meaningful role at the Oscars on 24 February. Klum will wear a dramatic red dress by John Galliano to the Academy Award presentations, as part of Diet Coke’s new partnership with The Heart Truth – a national awareness campaign about women and heart disease.

A red dress has been adopted as the eyecatching symbol of this US campaign. Since mid January, American consumers have had the chance to win Klum’s dress through a Diet Coke sweepstake on mycokerewards.com, while helping women at the same time.

For each sweepstake entry, Diet Coke is giving $1 (to a total of $250,000) to the Foundation for the National Institutes of Health, in support of awareness and research into women’s heart health.

“Heidi Klum’s participation helps make this programme 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 of Low Calorie Colas for Coca-Cola North America.

The Diet Coke Red Dress Programme include national and local retail promotions that aim to generate more funds for the campaign. Diet Coke is also sponsoring The Heart Truth’s “Red Dress Collection Fashion Show,” as well as a Heart Truth roadshow. The campaign is reinforced by ads and special Diet Coke packaging.