Taylor Swift Partners With Diet Coke To Celebrate All Things Extraordinary

Mon Jan 28, 2013 2:37pm EST

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Collaboration gives fans exclusive opportunities and extraordinary access 
ATLANTA--(Business Wire)--
Thanks to record-breaking album sales, Taylor Swift is often associated with the
colors gold and platinum, but now she`s officially adding some silver to her
collection. Diet Coke today announced a long-term partnership with the
superstar, making her a centerpiece of the brand`s iconic Stay Extraordinary
platform, which celebrates the self-assured and aspirational people who enjoy
Diet Coke everyday. 

Six-time GRAMMY winner Swift 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. In an
evolution of Diet Coke`s Stay Extraordinary campaign, Swift will be featured in
television, print and digital advertising scheduled to launch this spring. 

"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. "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 partnership will put fans at the forefront of everything Swift and Diet Coke
do together. Diet Coke`s social media channels will serve as a Backstage Pass
for fans. Ongoing videos, photos and updates from Swift will give fans a rare
glimpse into her extraordinary life and career. 

Diet Coke also will give fans extraordinary access to Swift - both online and in
person - throughout her highly anticipated Red Tour, which kicks off March 13 in
Omaha, Neb. This week, Swift celebrates her second consecutive week at #1 on
Billboard`s Mainstream Top 40 chart with "I Knew You Were Trouble.", the second
worldwide chart-topper from her 5+ million-selling current album RED. Taylor was
just awarded Best International Act honors at last week`s Premios Principales
Awards in Spain. 

Fans can "like" Diet Coke on Facebook and follow @DietCoke on Twitter and
Instagram to stay up-to-date on the very latest news, details and opportunities
that will be announced in coming weeks. 

About Taylor Swift

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 six-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 11 #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. 

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 15
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
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 Journeyat www.coca-colacompany.com, follow
us on Twitter at twitter.com/CocaColaCo or check out our blog, Coca-Cola
Unbottled, at www.coca-colablog.com.

The Coca-Cola Company
Kerry Tressler, 404-676-3676
ketressler@coca-cola.com

Copyright Business Wire 2013

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