Diet Coke Sees Fashionable Benefit to Co-Branding

Returning with their "Love it Light" campaign, Diet Coke is releasing 3 new can designs in Europe and the UK while partnering with Benefit Cosmetics, the American beauty products brand. As show above, the cans will feature floral, zebra and houndstooth prints in female face profiles.

In a new commercial for the campaign (below), the three marionettes from Diet Coke UK's 2010 Love It Light campaign (Eleanor, Bernadette, and Irene) make their return — shown fighting for the last can of Diet Coke in the fridge by explaining why they each need it most.

As part of the co-branding campaign, there's a "Get Glam" Facebook app, which is designed to be the “perfect accompaniment for getting ready with the girls,” which includes fashion and beauty tips, as well as a video chat tool — and three women as counterparts to the fashionable puppets.

The promotion is also offering £5 off of Diet Coke packs in return for spending £20 online at Benefit Cosmetics.

Three how-to make-up videos released by Diet Coke UK as a part of their campaign showcase Benefit Cosmetics products and three women with different styles (rock chick, fashionista and romantic) enjoying a Diet Coke. The first spot, for example, highlights Benefit lipstick with the line, "All you need is Flirt Alert lipstick, some kinda gorgeous foundation, and an ice cold Diet Coke."