Coca-Cola Great Britain has signed up Welsh singer Duffy to star in its new Diet Coke European advertising campaign.

The multi-million pound campaign is set to launch across Europe early this year.

Duffy scored the biggest-selling album of the year in the U.K. with her debut "Rockferry" (A&M/Universal), which moved 1.68 million copies in 2008.

"Our campaigns are well known for tapping into a powerful social and cultural zeitgeist and Duffy is a great embodiment of today's modern female attitudes," said Coca-Cola Great Britain marketing director Cathryn Sleight in a statement. "She has a strong appeal with our core female audience and we're confident that this campaign will become just as iconic as previous Diet Coke advertising campaigns."