Diet Coke Is the Latest Brand to Buy Into Brand Curated Content

Diet Coke was recently crowned the 2nd most popular soda in the US, beating out Pepsi and the recently revamped Diet Pepsi (whose taste we liked more than the packaging). Now it looks like the next round of the cola wars will be fought out over fashion content.

Diet Coke has sent giant bottles by Donatella Versace and Angela Missoni down the runway in Milan, collaborated with Karl Lagerfeld on cans and worldwide campaigns, and generally taken full advantage of the fashion flock’s love of the diet drink. Now, they’ve taken on one of online fashion marketing’s hottest trends and gotten into the branded content game.

The High Low, a Liz Claiborne brand curated content site itself, came across Style it Light, a channel within Yahoo! UK’s fashion channel. The site is part of a larger campaign designed to promote Diet Coke and Coca-Cola Light (as Diet Coke is sometimes called in Europe) across Northwest Europe and Nordic countries.

Style It Light is no Nowness, but it’s a good mix of street style, celebrity style, shopping tips and “how to wear it” content. In other words, fairly general fashion coverage, but for a brand that’s looking to appeal to a fairly general audience it seems like a good fit.

Fashion brands establishing semi-independent content offerings is nothing new: LVMH scrapped eLuxury to focus on Nowness, Net-a-Porter has long presented their content in their own magazine offering, Dolce & Gabbana has Swide, Shopbop teamed up with the Coveted’s Jennine Jacobs for Eat, Sleep, Denim.

Brands who are only peripherally associated with fashion jumping into the arena isn’t commonplace, but with the brands they often appear alongside in magazines doing it, it’s a shift we anticipate happening more often.

Your move, Diet Pepsi.