Coca-Cola intends to position low-calorie soft drinks as a key fashion accessory, which is why the brand has partnered with Yahoo! and has created a new digital channel entitled ‘Style it Light’. The current marketing endeavour is designed to promote Coca-Cola Light and Diet Coke as part of the larger campaign ‘Love it Light’ and was launched on May 31 across Coca-Cola’s North Western Europe and Nordics region.

As one can hear from the title of the digital channel, it will promote lighter approach to fashion. The channel which will be hosted under Yahoo! Lifestyle, will feature daily fashion news, videos, reviews of the latest trends as well as interactive content that will pique the interest of the target audience.

More than that, the resource is your one stop destination if you’re in search of the fashion advice, since its articles are full of tips and tricks on how to look trendy and elegant every season of the year along with photo or video illustrations.

James Wildman, managing director and vice president sales for UK and Ireland at Yahoo, said, «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.»

Diet Coke is a long-time partner of Karl Lagerfeld who once in a while creates fancy fashionable designs for the cans and bottles of the soft drink.

Image:www.stylefrizz.com

Visit ‘Style it Light’ channel on Yahoo! here, or follow it on Twitter.