Diet Coke launches Yahoo! fashion channel

Diet Coke has launched its first ever digital fashion channel, in partnership with Yahoo!, as part of the drink’s “love it light” campaign.

/v/o/e/DietCoke.jpg

Coca-Cola set out a three-year strategy that will see all marketing activity for the Diet Coke brand linked to fashion, earlier this year.

The Yahoo! channel, “Style it Light”, includes daily fashion features, news, reviews and videos.

The channel will also feature interactive content tailored to users’ personal interests and will link up with a range of fashion partners, including fashion trend predictor Stylesight.

James Wildman, UK and Ireland managing director and VP of sales for Yahoo!, says: “We firmly believe that branded content is the future of online advertising and this type of exclusive and innovative site is a great way for brands to reach, engage and interact with consumers.”

Diet Coke launched a TV campaign last month as part of the wider “love it light” campaign that includes limited edition bottles designed by Karl Lagerfeld and an outdoor poster campaign photographed by the designer.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here