Diet Coke will launch a new Web site this week, replete with a 13-episode miniseries loosely based on popular reality TV shows such as "Survivor" and "Temptation Island." The lead character of the broadband saga--dubbed "What's Your 20?"--is Mary Burton, a 20-something production assistant at a Los Angeles movie studio. A crew will record the exploits of the Suffolk, Va., native as she works on a set in Montana.
The show is supposed to embody "the modern sexiness and confident attitude of people who choose Diet Coke as their favorite beverage," Brand Manager Kristi Baxter said. In addition to touting the one-calorie soda, the third most popular soft drink in the United States after Coke and Pepsi, the site will feature promotions with Sony, Rollingstone.com, VH1 and Blockbuster, including chances to win tickets to advance screenings of Hollywood films.