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.