Taylor Swift Partners With Diet Coke To Celebrate All Things Extraordinary
Collaboration gives fans exclusive opportunities and extraordinary access
ATLANTA -- January 28, 2013
Thanks to record-breaking album sales, Taylor Swift is often associated with
the colors gold and platinum, but now she’s officially adding some silver to
her collection. Diet Coke today announced a long-term partnership with the
superstar, making her a centerpiece of the brand’s iconic Stay Extraordinary
platform, which celebrates the self-assured and aspirational people who enjoy
Diet Coke everyday.
Six-time GRAMMY winner Swift will serve as a program ambassador for several
Diet Coke initiatives and will be integrated into all key marketing efforts
for the brand – including advertising, retail activation, experiential and
more. In an evolution of Diet Coke’s Stay Extraordinary campaign, Swift will
be featured in television, print and digital advertising scheduled to launch
"Taylor's unmatched business savvy, talent and drive to succeed are an
inspiration to everyone. She's an extraordinary individual and a wonderful
symbol of achievement," said Katie Bayne, President, North America Brands, The
Coca-Cola Company. "Taylor tells us that every day Diet Coke plays a small
part in helping her stay extraordinary. It's one of the many reasons she's the
ideal partner to represent our brand."
“I’ve said for years that Diet Coke just ‘gets me’ and my lifestyle. I’m so
excited about our new partnership,” said Swift.
The partnership will put fans at the forefront of everything Swift and Diet
Coke do together. Diet Coke’s social media channels will serve as a Backstage
Pass for fans. Ongoing videos, photos and updates from Swift will give fans a
rare glimpse into her extraordinary life and career.
Diet Coke also will give fans extraordinary access to Swift — both online and
in person – throughout her highly anticipated Red Tour, which kicks off March
13 in Omaha, Neb. This week, Swift celebrates her second consecutive week at
#1 on Billboard’s Mainstream Top 40 chart with “I Knew You Were Trouble.”, the
second worldwide chart-topper from her 5+ million-selling current album RED.
Taylor was just awarded Best International Act honors at last week’s Premios
Principales Awards in Spain.
Fans can “like” Diet Coke on Facebook and follow @DietCoke on Twitter and
Instagram to stay up-to-date on the very latest news, details and
opportunities that will be announced in coming weeks.
About Taylor Swift
Lauded byThe New York Timesas "one of the most important pop artists of the
last decade," and byRolling Stoneas "one of the few genuine rock stars we've
got these days," 23 year-old Taylor Swift is a six-time GRAMMY winner, and is
the youngest winner in history of the music industry's highest honor, the
Grammy Award for Album of the Year. With the 2012 release of her albumRED,
she isthe only female artist in music history (and just the fourth artist
ever)to twice have an album hit the 1 million first-week sales figure. She
holds the record for the biggest digital sales week ever for a song by a
woman, and for the second-largest song sales week overall, as well as
theworldwide iTunes record for highest ever first-week album sales.
WithRED,Taylor became the first artist since the Beatles (and the only
female artist in history) to log six or more weeks at #1 with three
consecutive studio albums.
Taylor has an album onRolling Stone's prestigious The 50 Greatest Albums of
All Time (by women) list, andTime magazine has named her one of the 100 most
influential people in the world. She isBillboard's youngest-ever Woman of the
Year, and her more than 100 industry award wins have included the American
Music Awards' Artist of the Year, the Country Music Association and the
Academy of Country Music's Entertainer of the Year and three European Music
Taylor, who writes all of her own songs, has career record sales in excess of
26 million albums and 75 million song downloads worldwide, and her two most
recent albums are two of only 18 albums in the entire history of music to sell
more than 1 million copies in a single week. She has had singles top both the
country and pop radio charts around the globe, and has thus far scored 11 #1
singles across multiple radio formats. She is one of the top 5-selling digital
music artists worldwide, and is the top-selling digital artist in country
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
15 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
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
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or
check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.
The Coca-Cola Company
Kerry Tressler, 404-676-3676
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