Diet Coke Launches a Fashion Site With Yahoo Called Style it Light

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You guys, Frank wasn't just making it up when he wrote his dissertation yesterday on Coke (the drinkable sort) being the fashionable beverage brand of the moment. Turns out Diet Coke, Coke's lighter counterpart, has launched a fashion website in collaboration with Yahoo. Our friends over at The High Low check it out and report:

The site, Style it Light, features style-focused galleries, reviews, and interactive content—it all just happens to have a lot of Diet Coke imagery hovering in the background.

Overt references to fashion industry thin-ness aside (Style it LIGHT? Come on?), Diet Coke is apparently looking to center much of its marketing around the fashion world. But while we’re no strangers to branded content, Diet Coke and Yahoo’s new channel might represent one of the weirder partnerships in marketing that we’ve seen (and we’ve seen a few).

· Style it Light [Official Site]
· Diet Coke now producing fashion focused content [The High Low]