Diet Coke to launch mobile portal

The British division of beverage giant Coca-Cola announced it will launch the Diet Coke Silver Room, a mobile portal targeting female consumers. Developed in conjunction with mobile agency Marvellous, the Diet Coke Silver Room will offer four primary segments: Access (music information, concert tickets and shopping tips), Gossip (celebrity news, supplied via partner magazine Heat, Style (fashion content in association with website getlippy.com) and R&R (downloadable games and environmentally-friendly living tips). The site will also promote Coca-Cola's reward system Coke Zone, and offer consumers monthly prizes. An integrated advertising campaign is planned, with Coca-Cola already securing content partnerships with Fox, Paramount, Sony BMG, Live Nation, Neutrogena and Nivea. According to a recent report by brand consultancy Interbrand, the Coca-Cola brand remains the world's most valuable for the eighth consecutive year.

For more on the Diet Coke Silver Room:
- read this Brand Republic article