Diet Coke, the brand devoted to fashion, has launched a new online creative platform for young women. The Style It Light site developed in partnership with IPC Media is covering all fashion and beauty issues.

Photo: The Style It Light interface scetches

The Style It Light hub is aimed to become a mecca for style-crazy girls who follow the latest fashion trends as it offers content from IPC titles Maire Claire, Look and InStyle in one place. Previously, Diet Coke launched different style- and health- focused initiatives for girls, including ‘Love it Light’ campaign and ‘One Calorie Burnt in a Moment.’ Recently, Jean-Paul Gaultier has become Diet Coke’s creative director.

The web site is designed to be a “light-hearted” creative platform providing daily fashion news including videos and editorials with a smile for the target audience of 17–29 year olds. Girls will be motivated to visit the site by special offers like a chance to win money can’t buy prizes.

Zoe Howorth, Market Activation Director for Coca-Cola Great Britain comments: “We are delighted to introduce the new Style It Light platform in partnership with IPC, designed to excite and reward our key Diet Coke audience of style loving girls. Fashion is at the heart of our ‘Love It Light’ campaign and the new site will bring consumers a daily fix of style content, sprinkled with some Diet Coke fashion fizz.”

Style it Light will be promote across Marie Claire, InStyle and Look, and via its wider network of women’s brands.