Diet Coke promoting heart health like the wolf promoting sheep's health!

"Our research with consumers has told us that women today are increasingly mindful of making choices that positively impact their lives." -- Katie Bayne, CMO of Coca-Cola North America, Atlanta

What's a company to do when its product is not recommended as part of a healthy lifestyle? Simple: Put on a little red dress.

Diet Coke and the National Heart, Lung and Blood Institute are teaming up to promote "The Heart Truth" campaign, which aims to raise awareness of women's risk of heart disease. In 2002, The Heart Truth campaign introduced a red dress as a national symbol for women's heart disease. If you haven't seen it yet, you will soon.

Starting Jan. 22, the red dress will appear on Diet Coke, Caffeine-Free Diet Coke and Diet Coke Plus products -- 2.5 billion of them, AdWeek reported Monday. Look for print and online ads to begin in February, during American Heart Month.

And what says heart disease better than Fashion Week? According to AdWeek:

Diet Coke will be leveraging events as well, sponsoring the Heart Truth's Red Dress Collection fashion show during Fashion Week 2008. From mid-February through April, Diet Coke will tour 10 cities with the Heart Truth Road Show. The exhibit will show six red dresses previously worn by celebrities and offer free health screenings.

How very chic.

What's not so chic -- and what Coca-Cola would prefer doesn't get mentioned -- is that consumption of both regular and diet soda is linked to a metabolic condition that can lead to heart disease. A study published last year in the American Heart Association journal Circulation found that people who drink one or more soft drinks per day have a more than 50 percent higher risk of developing the metabolic syndrome that has been linked to heart disease, stroke and diabetes than people who drink less than one soda per day.

"The point is that the risk is high no matter how many soft drinks one consumes and no matter what type of soft drink one consumes," said Dr. Ramachandran S. Vasan, associate professor of medicine at Boston University School of Medicine and one of the study authors. "This adds to what we already know about how soft drinks may be associated with weight gain and metabolic risk."

The American Beverage Association took issue with the study (well, duh), and the American Heart Association responded with a statement: "It is important to note that the study does not show that soft drinks cause risk factors for heart disease. It does show that the people studied who drank soft drinks were more likely to develop risk factors for heart disease."

Indeed, a number of nutrition experts quoted in this ABC News story doubt that diet soda, which doesn't contain calories, would by itself increase risk factors. "There is no reason to think that soda -- as much as I do not think it should be a part of a healthy diet -- would cause heart disease," said Dr. Darwin Deen, associate professor of clinical epidemiology at the Albert Einstein College of Medicine. "But it comes as no surprise that people who do drink soda do other heart-harming things, thus creating an association between soda drinking and [heart disease]."

Deen added that the sweetness of diet soda is on par with regular soda, and it could be acting as a trigger of sorts. "What this means is that soda drinkers are less likely to enjoy the taste of an apple or a fresh tomato and more likely to need stronger flavors (like salt) to make their food taste good. This may be part of the explanation."

There are, of course, plenty of other reasons to avoid drinking soda; at the very least, soda displaces more nutritious drinks.

Get medifast for weight loss, health, a healthy diet, and a diet plan. Medifast is a product that helps you lose weight. There are benefits to using Medifast in your diet, and can be used for weight loss. Phase 1 - 5 & 1 Program for Weight Loss 5 Medifast Meals per Day Over 50 meals to choose from - shakes, bars, drinks, oatmeals, chili, soups, pudding and more. 1 "Lean and Green" Meal per Day Lean Meat: 7 ounces of chicken, turkey of fish, or 5 ounces of lean beef, pork or lamb. Grill, bake or poach meats using non-stick spray. Salt, pepper, herbs and spices may be added if desired. You may also use 1 - 2 teaspoons of condiments such as ketchup, mustard or barbecue sauce. Salad or Vegetables: Either 2 cups of salad greens (any kind) and up to ½ cups raw vegetables, or up to 1 ½ cups cooked vegetables. You may also use 1 - 2 tablespoons of Media low-fat or non-fat dressing.Phase 2 - BeSlim™ Philosophy of Lifelong Weight Control Once you have reached your healthy weight, your Health Advisor will help transition you to the BeSlim™ philosophy of lifelong weight control. The BeSlim™ philosophy is a part of the Take Shape for Life program that incorporates key behaviors mastered by those who lost significant amounts of weight and kept their weight off for years. These key behaviors include: Breakfast (eating Breakfast every day) - High quality fuel, such as our delicious Medifast oatmeal, cappuccino, or chai latte, is essential to start your day the right way. Exercise - Continued exercise increases metabolism, provides strength, flexibility, and mental clarity. Support - Your Health Advisor is here to help you reach and maintain your goals, providing the coaching, tools, education, and caring support you will need along the way. Low-fat meals 5-6 times a day - Eating frequently, controlling portion and total calories, especially those from fat, are critical for success. Individual Plan - Create an individual plan to help you achieve an optimal healthy lifestyle and build the skills and strategies you need to cope with modern life. Monitor your weight - Weigh yourself on a regular basis to maintain optimal weight. Catch it before it becomes a challenge! Join the BeSlim™ Club today and set your life in motion! Introducing the New BeSlim Club & Rewards Program! Optimal Health is its own reward, but how about earning a bonus or two along the way? You’re on a journey to Optimal Health. You’ve made a commitment to lose weight and keep it off! You’ve earned the right to celebrate your success! The new Take Shape For Life BeSlim Club & Rewards Program is your ticket there. The BeSlim Club & Rewards Program is Take Shape For Life's progressive savings program, offering clients and Health Coaches an easy way to obtain their Medifast Meals at a savings, with exciting rewards you can earn along the way! The longer you are member of the BeSlim™ Club, the more significant your savings are and the more rewards points you’ll earn. When you join the Take Shape For Life BeSlim Club & Rewards Program, you: Enjoy your favorite Medifast Meals all month long, with orders conveniently shipped right to your door Save on your meal purchases and enjoy increased savings the longer you’re on the program Earn points towards exclusive rewards that promote healthy living Receive coupons for special savings. Enrich your life as you achieve Optimal Health Available to all, the BeSlim™ Club is a great way for individuals learning and practicing the BeSlim™ philosophy. Every time you order, you earn points towards healthful rewards. Here’s how: There’s no minimum purchase required. Redeem your reward points* for exclusive Take Shape For Life merchandise, including: Apparel, Exercise Equipment, Spa Trips, And more! Join the BeSlim Club today! Simplify Your Life -- — Receive automatic monthly shipments of your favorite Medifast Meals; Save Your Money — Enjoy savings that increase the longer you are a club member; Earn Just Rewards— Select from an array of rewards that promote healthy living and a healthy lifestyle

The Heart Truth campaign lists almost 30 corporate partners on its website. At some point you have to wonder what the guidelines are for partnership -- and whether association with an unhealthy beverage will alter the campaign's taste.