Diet Coke ties with Sky for Rihanna fashion TV show
By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Monday, 16 July 2012 12:18PM
Diet Coke has signed a deal with Sky to sponsor and take product placement in 'Styled to Rock', a fashion series produced by pop star Rihanna, which breaks next month.
The deal, brokered by Vizeum, will feature Diet Coke idents before and after the show on Sky Living HD and product placement within the programme.
The brand was last seen on TV with Mother London's last instalment in its 'Love It Light' campaign, which featured three female puppets, shortly after the agency lost the account.
'Styled to Rock' will be hosted by Girls Aloud singer Nicola Roberts, British designer Henry Holland and stylist Lysa Cooper, who has previously worked on a number of Rihanna's outfits.
The show celebrates the talent within the British fashion scene and searches for new, undiscovered fashion designers.
It will run for 10 weeks and follow 12 designers hand-picked by Rihanna to create outfits for a range of high-profile music artists, who are yet to be announced.
Zoe Howorth, marketing director, Coca-Cola Great Britain, said the sponsorship was part of Diet Coke’s wider 'Love It Light' campaign, which showcases the "lighter side" to fashion and life to the brand’s target audience of younger women.
She said: "Diet Coke is passionate about fashion and we're thrilled to be bringing our consumers a new regular style fix, celebrating creativity and championing inspirational young designers."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on campaignlive.co.uk
- Social Engagement Manager Dot-Gap £40k, London Central
- Media Planning Account Manager Lipton Fleming £30000 per annum, London
- Agency Account Executive - truly exciting multi-solution sell Ultimate Asset £35000 - £40000 per annum + Bonus + great benefits, West End
- Agency Group Head - exciting real-time social platform! Ultimate Asset £60000 - £70000 per annum + bonus, West End
- HEAD OF PROJECTS - DIGITAL AGENCY Live Recruitment Negotiable, City of London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Twitter to embrace power of TV in UK ad campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Black horse returns in new Lloyds Bank campaign
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy