Diet Coke is continuing the successful roll-out of its «Love It Light» campaign with the creation of a pan-European content hub on Facebook, the world’s most popular social networking site.

Tapping into the daily social networking habit of the brand’s core audience of 17-29 year old women, diet Coke is using Facebook to bring to life its light-hearted attitude and give women a daily moment of pleasure and pick me up.

Developed by FullSIX, the «Love It Light» hub will tap into women’s passion points and rituals with news, gossip, fashion, music and humorous content. The page will also give fans of the brand’s television commercial a chance to get up close and personal with the three marionette puppets who star in the campaign.

To bring to life the characters of Eleanor, Bernadette and Irene and their hobbies for fashion, music and gossip, FullSIX has created a series of webisodes. Each short film, featuring the iconic 80s anthem Maniac, captures their sense of humour and fun attitude to life with themes such as «A girl should always be two things. Fabulous and fabulous» and «Gossiping is thirsty work«. Housed on YouTube as well as the Facebook hub, the feisty femmes are captured in 24 scenarios, entertaining Facebook users over the coming year. Viewers will be able to interact directly with the girls by leaving video messages for them, share with friends across Facebook, Twitter and YouTube via a social media sharing toolbar and even snap up the catchy soundtrack via a link to iTunes.

A partnership with online portal Netvibes delivers up-to-the-minute music and fashion tips and relationship advice whilst the diet Coke status shouts up-and-coming news for the brand. Additional rewards, including ringtones, wallpaper and competitions will appear throughout the year and also link through to the Coca-Cola loyalty site Coke Zone.