Diet Coke has announced it will be joining forces with Sky television’s fashion-inspired music programme, ‘Styled to Rock,’ which will be produced by Rihanna and presented by Nicola Roberts (of Girls Aloud), stylist Lisa Cooper and fashion designer, Henry Holland.
Over a 10 week period, Styled to Rock will feature up-and-coming talent in the design world, searching for a new generation of fashion designers who will be personally selected by Rihanna.
The programme will feature 12 unknown designers in total, who will all be asked to create a number of outfits for major celebrities as part of a series of challenges in a process of elimination over the ten weeks.
Styled to Rock follows a series of fashion link-ups with the Diet Coke brand, which is clearly targetting the fashion-conscious female consumer. This strategy has seen Jean Paul Gaultier sign up as Creative Director and a new Style It Light Blog created for the fashionista.
Speaking about Diet Coke’s involvement with Styled to Rock, Zoe Howorth, Marketing Director for Coca-Cola, said: “We’re delighted to be announcing our partnership with Sky and the new Styled To Rock show on Sky Living HD this summer.
“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. The sponsorship is part of our wider ‘Love It Light’ campaign, showcasing the lighter side to fashion and life to our target audience of young women.”
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