Soft-drink giant Coca-Cola North America has teamed up with supermodel Heidi Klum earlier this month in the American Heart Month promotion in the U.S. to raise awareness and funds for women’s heart health education and research.
February 23, 2011
by Canadian Packaging Staff
Soft-drink giant Coca-Cola North America has teamed up with supermodel Heidi Klum (see picture above) earlier this month in the American Heart Month promotion in the U.S. to raise awareness and funds for women’s heart health education and research.
Marking the fourth consecutive year in which the company’s Diet Coke brand has partnered with the National Heart, Lung, and Blood Institute to support The Heart Truth campaign, the world’s largest beverage producer has created a national online game of Capture the Flag to draw consumers to the www.DietCoke.com/HeartTruth website to capture flags with a click of the mouse to trigger a donation from Diet Coke to various heart health programs.
Aiming to generate over US$300,000 through the game in donations to local heart health organizations during February, the campaign’s television and online advertising is also being supported through a complementary limited-edition packaging throughout February.
Featuring a stylized stick figure waving a heart flag in support of The Heart Truth initiative, the limited-edition cans and bottles will retail across the U.S. throughout the month, according to Coke, which will also mark up more than six billion packages of Diet Coke with the campaign’s logo to raise awareness of women’s heart health issues throughout the rest of the year.
“Diet Coke is a passionate supporter of The Heart Truth campaign and this year we’re offering people more ways than ever to participate,” says William White, North American group director for the Coke brand portfolio.
“We invite everyone to join us by going online to capture flags and help raise awareness and funding for heart health programs,” White says, noting that heart disease remains the biggest cause of death among women in North America.
Adds Capture the Flag spokesperson Klum: “Capture the Flag is such a fun game, so when Diet Coke asked me to join the team, I was in! It’s simple for anyone to participate: go online, capture a flag, and you’ve raised money; capture more flags, raise more money. It’s that easy.”