Coca-Cola confirmed Monday reports that Diet Coke has committed to "long-term partnership with" Taylor Swift. As part of Diet Coke’s Stay Extraordinary campaign, Swift will be featured in television, print and digital advertising scheduled to launch this spring.
According to a press release, the singer 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.”
"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, in the release. "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 release also said the brand will “give fans extraordinary access to Swift -- both online and in person -- throughout her highly anticipated Red Tour,” which begins on March 13 in Omaha, Neb., although it did not provide details.