Dietcoke.com is the brand's first-ever Web site, and its launch coincides with Diet Coke's new marketing tagline, "Live your life. Diet Coke."
The tagline will be added to the site soon, said Greg D. Johnson, senior VP-group director at SIG. (Wieden & Kennedy, Portland, Ore., lead agency on Diet Coke since December, created the ad campaign and tagline.)
The site targets baby boomers and provides information such as horoscopes, stories on massage therapy and travel advice.
Affiliate sites such as Microsoft Corp.'s MSN Expedia and Sidewalk.com as well as Women.com Network's HomeArts.com will provide content on the Diet Coke site. All content will be co-branded, Mr. Johnson said.
"The idea was to do an affiliate program with these other companies to get them to serve up content that'd be valuable to this audience but still be Diet Coke-branded," he said.
The site includes free Web site personalization and gives visitors a chance to win a three-day trip to New York by entering a story about how they live life to the fullest.
The Web site is one of many tools, including an in-store promotion that launched recently in supermarkets, integral to Diet Coke's overall marketing scheme, said Kathy Hayes, marketing project manager for Coca-Cola Co.'s Diet Coke brand.
"The Web helps us extend and integrate all of our marketing efforts," she said.
Diet Coke chose SIG to develop the Diet Coke site because the interactive shop "understands very well our consumer and what we are trying to accomplish online," Ms. Hayes said.
Diet Coke will market the site offline, including advertising as well as