• June 10, 2011

Diet Coke, which recently partnered with Karl Lagerfeld to produce a limited-edition bottle design, is now expanding its fashion-industry connection by launching a fashion channel in conjunction with Yahoo UK, hosted under Yahoo Lifestyle. The channel, "Style It Light," features daily fashion news, style-focused galleries, reviews, fashion advice and interactive content -- with ample Diet Coke images integrated, of course.

The channel is part of a larger "Live It Light" campaign launched at the end of May to promote Diet Coke and Coca-Cola Light across Coca-Cola's North Western Europe and Nordics region, according to Popsop.com.

James Wildman, managing director, vice president, sales for UK and Ireland at Yahoo, was quoted as saying: "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." --Karlene Lukovitz