Diet Coke has dusted off its old favorite tagline “Just for the taste of it.” The slogan, which debuted with the brand’s launch in 1982, has made its initial return as part of the diet cola’s partnership with the Heart Truth.
Diet Coke and Heidi Klum are taking on women’s heart disease in an extensive ad campaign that debuted last night during American Idol. The tagline, which also made a comeback in 1995, will continue to adorn future TV spots starring other celebrities and taste makers.
For its latest debut, the slogan is linked with the Heart Truth and its red dress logo via TV, print and online ads. Messaging says: “Good taste is about making a statement” and “Where there is a red dress, there’s a way.” The ads direct consumers to dietcoke.com to learn more about heart health. Wieden+Kennedy, Portland, Ore., is the agency.
“The tagline still has a lot of equity, not just in that it’s great tasting, but also that it’s tasteful and sophisticated,” said Coke rep Susan Stribling. She said future ads will star other arbiters of style and good taste like Klum.
Diet Coke will place the Heart Truth’s red dress logo on six billion packages. It will also sponsor “The Heart Truth’s Red Dress Collection” fashion show on Feb. 13 during Fashion Week. The collection will continue to be featured as part of a traveling roadshow hitting six cities through April.
Klum has also designed a red dress charm, encrusted in rubies and diamonds, that she will be wearing to the Academy Awards. Consumers can enter to win a limited-edition charm at dietcoke.com. This is the second year that Coke has partnered with the Heart Truth.
“With Heidi’s help, we hope to continue to keep the spotlight on this critical issue, reaching even more women and their families with information and resources for healthier hearts,” said Caren Pasquale Seckler, group director of low-calorie colas at Coca-Cola North America in a statement.
Diet Coke spent $26 million on media (excluding online) for the first 11 months of 2008, per Nielsen Monitor-Plus and $51 million in 2007.