Country-pop crossover artist and six-time Grammy Award-winner Taylor Swift has signed a long-term partnership deal with Diet Coke.
Business Wire reports that she will serve as a programme 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.
Swift will be at the centre of the brand’s ‘Stay Extraordinary’ campaign and will be featured in television, print and digital advertising which is due to launch in the spring.
Katie Bayne, president, North America Brands, The Coca-Cola Company said: "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.
"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."
Swift commented: “I’ve said for years that Diet Coke just ‘gets me’ and my lifestyle. I’m so excited about our new partnership.”
Diet Coke’s social media channels will serve as a ‘Backstage Pass’, giving Swift’s fans multi-media updates on her activity that will continue throughout her forthcoming Red Tour, which commences in the US in March.
Swift’s latest album Red has sold over 5 million units worldwide.