ATLANTA — Diet Coke is launching a limited-edition T-shirt available exclusively in Target stores.
The T-shirt is the winning design from the second season of the Diet Coke Young Designer Challenge. Part of the brand’s “Stay Extraordinary” platform, the challenge required participants to create an original T-shirt design inspired by Taylor Swift’s style and people who drink Diet Coke. Hundreds of designs from across the country were submitted.
“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 panel of judges, led by designer Rebecca Minkoff, selected the winner: a creation from Brooklyn-based Julianna Bass. Bass edged out the competition with a sketch of a self-assured woman in a dramatically flaring red skirt leaning on a Diet Coke logo.
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 beginning.
“The new Diet Coke T-shirt is a refreshing take on the classic white tee,” said Minkoff. “Julianna’s design perfectly captures the energy and boost that Diet Coke provides.”
In addition to having her design sold in the beverage aisle in all U.S. Target stores beginning Sept. 1, she received 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.