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.
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.
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 www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.