Diet Coke and Rebecca Minkoff Announce New Look for Fashion’s Most Celebrated Season

  Diet Coke and Rebecca Minkoff Announce New Look for Fashion’s Most
  Celebrated Season

   Rising star Julianna Bass wins the second-season challenge; her limited
        edition T-shirt available in Target stores nationwide Sept. 1

Business Wire

ATLANTA -- August 27, 2013

Whether it’s reworking a vintage piece, integrating the new “it” color or
searching for the perfect pair of leather skinnies, style mavens everywhere
are gearing up for the fall fashion season. And to help fashionistas stay
extraordinary all season long, Diet Coke will launch a new, limited-edition
T-shirt available exclusively in Target stores.

The new T-shirt is the winning design from the second season of the Diet Coke
Young Designer Challenge. Part of the brand’s iconic “Stay Extraordinary”
platform, the challenge asked creative individuals to create an original
T-shirt design inspired by the extraordinary style of Taylor Swift and the
people who enjoy Diet Coke every day. Hundreds of designs poured in from
across the country from eager, aspiring designers looking for the ultimate
career boost – to see their design on Target store shelves.

“Diet Coke is more than just the great-tasting smart boost staple in the lives
of fashionistas. It’s the ultimate accessory,” said Caroline Kibler, senior
brand manager for Diet Coke. “The brand is synonymous with style, and
fashion-focused programs like the Young Designer Challenge put the
extraordinary talents of our fans in the spotlight.”

A public vote on social media in June narrowed submissions down to 10
finalists, and a fashionable judging panel, led by acclaimed designer Rebecca
Minkoff, selected the winning design. The panel selected a creation from
Brooklyn-based Julianna Bass as the grand-prize winner of the Young Designer
Challenge. A rising star in the fashion world with experience working for
several top designers, Bass edged out the competition with a glamorous sketch
of a self-assured woman in a dramatically flaring red skirt leaning on a Diet
Coke logo.

In addition to being the judging panel’s favorite, Bass’s design also won the
popular vote online. Of the more than 135,000 votes submitted during the
public voting phase, Bass’s design stood out as the clear frontrunner from the

“The new Diet Coke T-shirt is a refreshing take on the classic white tee,”
said Rebecca Minkoff, designer and Diet Coke Young Designer Challenge
season-two judge. “Julianna’s design perfectly captures the energy and boost
that Diet Coke provides.”

Bass will receive an extraordinary portfolio boost as the winner of the Diet
Coke Young Designer Challenge. In addition to having her design sold in the
beverage aisle in all U.S. Target stores beginning Sept. 1, she receives a
$10,000 cash prize to pursue creative endeavors and a fly-away trip to meet
Swift at one of her final U.S. RED Tour stops in Nashville, Tenn., next month.

The celebration of extraordinary style continues in New York City throughout
September, when Diet Coke will sponsor multiple events to bring extraordinary
taste to fans in the fashion capital of the country. Diet Coke fans also can
win a new fall wardrobe simply by showing how they would style the winning
T-shirt design in a Pinterest contest launching August 27. Contest rules and
restrictions available at

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
more than 1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey  at, follow us on Twitter at or
check out our blog, Coca-Cola Unbottled, at

About Rebecca Minkoff

With a vision of building a lifestyle brand for the downtown romantic, San
Diego-born designer Rebecca Minkoff founded her company in 2001 after she
developed a small apparel line. She spent the next few years working on the
small collection until 2005 when Rebecca developed the “Morning After Bag”.
The bag became an overnight sensation and Rebecca began solely concentrating
on developing additional styles to build out her romantically themed
day-to-night handbag collection. After four years of consistent growth in
accessories under her belt, Rebecca returned to her original love of apparel
design and introduced a ready-to-wear collection in 2009. Rebecca Minkoff’s
designs are a favorite for modern, trend-setting everyday women and
celebrities alike.


The Coca-Cola Company
Kerry Tressler, 404-676-3676
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