Objective: The ultimate goal of the Heart Truth campaign, which Diet Coke is conducting in partnership with the National Heart, Lung, and Blood Institute, is to raise awareness of heart health among women and encourage them to take action.
In the 2013 edition of the campaign, its eleventh iteration, the Diet Coke brand is embracing social media to interact more often with consumers. The company is working with Allidura Consumer, a Chandler Chicco firm, on the effort.
Idea: Diet Coke and the National Heart, Lung, and Blood Institute are challenged to overcome the stereotype that heart health is mostly a men's health issue – in fact, it is the number one killer of women, notes Coca-Cola director of brand and business communications Susan Stribling.
It is working to continue raising women's knowledge of the threat of heart disease, and awareness has doubled in the past 13 years, she adds. While Heart Truth is not a component of the recently launched Coca-Cola campaign that addresses obesity, both focus on health issues. “It's another way to remind people about the importance of making smart choices and being active,” says Stribling. “And it plays up the role of low-and no-calorie beverages in their diets and lifestyles.”
Tools: Diet Coke has introduced the #ShowYourHeart hashtag in order to boost consumer interaction on Twitter, and it will donate money based on the number of tweets.The company is also encouraging consumers to upload photos, and it will send five contest winners to the 2013 Red Dress Collection Fashion Show in New York. Leveraging celebrity spokesperson Minka Kelly, it will also pitch consumer, entertainment, and lifestyle media outlets.
Measurement: Diet Coke will measure the number of uploaded photos and Twitter retweets to gauge the success of the campaign, which will also be supported by paid-media elements.
This story was updated on January 28 to correct the number of years the campaign has been running. It is in its eleventh year, not its sixth.