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Taylor Swift Celebrates The Extraordinary Power Of Music In Her First Diet Coke Television Commercial



  Taylor Swift Celebrates The Extraordinary Power Of Music In Her First Diet
  Coke Television Commercial

  * Swift’s new hit single “22” serves as centerpiece in first spot

Business Wire

ATLANTA -- April 11, 2013

As a musician and songwriter, Taylor Swift holds nothing back. From her
personal, intimate song lyrics to her jaw-dropping melodies, her music
inspires millions around the globe. Diet Coke celebrates this tireless passion
and Swift’s artistic excellence in its first commercial featuring the
extraordinary seven-time GRAMMY winner, which debuts nationally today.

The spot, “Music that Moves,” is an evolution of the brand’s iconic Stay
Extraordinary campaign and centers on Swift’s unique approach to songwriting
and the powerful impact her lyrics and music has on fans. Featuring her new
hit single “22,” the spot shows Swift writing wherever inspiration strikes –
whether it’s moments before a performance, on the tour bus or in her bedroom –
bringing fans into her extraordinary real-life songwriting process.

Premiering today during American Idol^®, the spot was filmed in her hometown
of Nashville, Tenn., and directed by Fredrik Bond. Opening on Swift penning
lyrics in a peaceful bedroom, the spot builds energy with performances by
extraordinary Swift fans singing and grooving along as Swift writes verse
after verse of her single “22” – whenever inspiration hits. Swift is seen
enjoying Diet Coke throughout the spot, helping her stay extraordinary and
write the lyrics that connect so well with her fans. It was developed by
Droga5 New York, the recently appointed agency of record for Diet Coke.
Additional print and digital advertisements featuring Swift will launch later
this spring.

“Taylor is a true artist, deeply involved in the full creative process, from
writing to production to release,” said Stuart Kronauge, General Manager,
Sparkling Beverages, Coca-Cola North America. “The ‘Music That Moves’ spot
shows Taylor in her natural element – penning lyrics that one day will speak
volumes to millions of fans the world over…all while sipping on a Diet Coke.
The commercial serves as a peek behind the curtain at an extraordinary day in
the life of a true American superstar.”

In addition to the new ad, Diet Coke will give fans extraordinary access to
Swift through social, in-person and in-retail experiences during her sold-out
RED Tour. From Swift’s first show in Omaha, Neb., to the final tour stop in
Nashville, Tenn., Diet Coke will bring fans even closer to their favorite
superstar.

Fans can “like” Diet Coke on Facebook and follow @DietCoke on Twitter and
Instagram to stay up to date on the very latest partnership news, details and
opportunities, including exclusive content and concert tickets that can’t be
found anywhere else.

About Taylor Swift

Lauded by The New York Times as "one of the most important pop artists of the
last decade," and by Rolling Stone as "one of the few genuine rock stars we've
got these days," 23 year-old Taylor Swift is a seven-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 album RED,
she is the 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
the worldwide iTunes record for highest ever first-week album sales.
With RED, 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 on Rolling Stone's prestigious The 50 Greatest Albums of
All Time (by women) list, and Time magazine has named her one of the 100 most
influential people in the world. She is Billboard'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
Awards.

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 13 #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
music history.

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
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.

Contact:

The Coca-Cola Company
Kerry Tressler, 404-676-3676
ketressler@coca-cola.com
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