Diet Coke® Introduces New Limited-Edition Taylor Swift Can Design

  Diet Coke® Introduces New Limited-Edition Taylor Swift Can Design

Diet Coke launches new 12-ounce can inspired by the superstar’s individuality;
                 Available on store shelves for limited time

Business Wire

ATLANTA -- October 3, 2013

In a nod to Taylor Swift’s inspirational sayings and award-winning lyrics,
Diet Coke has created a collector’s edition can in celebration of
extraordinary individuals across the country. The limited-time Diet Coke®
Taylor Swift can 6-pack will be on beverage aisles nationwide in October and
November, and is sure to catch the eye of people who enjoy Diet Coke every day
to stay on their “A” game.

Seven-time Grammy-winner Swift is known for always staying true to herself,
whether in the recording studio, on the red carpet or performing on stage, and
her extraordinary individuality serves as the inspiration behind the
collector’s edition Diet Coke can. Each 12 oz. can is adorned in hand-written
style with one of her most popular sayings: “If you’re lucky enough to be
different, don’t ever change.”

“The Taylor Swift collector’s edition Diet Coke can is a way for us to
celebrate the individuality and creativity that inspires people to achieve
their dreams and be anything but ordinary,” said Lauren Radow, associate brand
manager, Diet Coke, Coca-Cola North America. “Taylor’s message is simply
extraordinary. We couldn’t have said it better ourselves.”

The collector’s edition is the latest evolution in Diet Coke’s multi-year
partnership with Swift as the centerpiece of the brand’s iconic Stay
Extraordinary platform. Brought to life by San Francisco-based agency Turner
Duckworth, the bold design features Swift’s popular quote handwritten in Diet
Coke red along with the singer’s logo, which wraps the 12-ounce can. While the
look has changed, the taste remains the same and the can will still be easy to
recognize as the number two beverage brand and number one zero-calorie brand
in the nation.

In-store and point-of-sale advertising inspired by Swift also will support the
launch of the new can. In addition, visitors to can redeem
“double points” from their collector’s edition 6-packs for exclusive access to
Taylor Swift prizes, gear and insider information about the extraordinary
global superstar.

Diet Coke recently featured the new packaging design in a Twitter promotion
where 13 of the brand’s most loyal followers received a sneak peek of the
collector’s edition can before it landed on store shelves.

The collector’s edition Diet Coke Taylor Swift 12-ounce can will be on store
shelves for a limited time and appear in market October 1.

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, follow us on Twitter at or
check out our blog, Coca-Cola Unbottled, at


The Coca-Cola Company
Kerry Tressler, 404-676-3676
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