Diet Coke® Introduces New Limited-Edition Taylor Swift Can Design

Thu Oct 3, 2013 10:47am EDT

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Diet Coke® Introduces New Limited-Edition Taylor Swift Can Design

Diet Coke launches new 12-ounce can inspired by the superstar’s individuality; Available on store shelves for limited time

In a nod to Taylor Swift’s inspirational sayings and award-winning lyrics, Diet Coke has created a collector’s edition can in celebration of extraordinary individuals across the country. The limited-time Diet Coke® Taylor Swift can 6-pack will be on beverage aisles nationwide in October and November, and is sure to catch the eye of people who enjoy Diet Coke every day to stay on their “A” game.

Seven-time Grammy-winner Swift is known for always staying true to herself, whether in the recording studio, on the red carpet or performing on stage, and her extraordinary individuality serves as the inspiration behind the collector’s edition Diet Coke can. Each 12 oz. can is adorned in hand-written style with one of her most popular sayings: “If you’re lucky enough to be different, don’t ever change.”

“The Taylor Swift collector’s edition Diet Coke can is a way for us to celebrate the individuality and creativity that inspires people to achieve their dreams and be anything but ordinary,” said Lauren Radow, associate brand manager, Diet Coke, Coca-Cola North America. “Taylor’s message is simply extraordinary. We couldn’t have said it better ourselves.”

The collector’s edition is the latest evolution in Diet Coke’s multi-year partnership with Swift as the centerpiece of the brand’s iconic Stay Extraordinary platform. Brought to life by San Francisco-based agency Turner Duckworth, the bold design features Swift’s popular quote handwritten in Diet Coke red along with the singer’s logo, which wraps the 12-ounce can. While the look has changed, the taste remains the same and the can will still be easy to recognize as the number two beverage brand and number one zero-calorie brand in the nation.

In-store and point-of-sale advertising inspired by Swift also will support the launch of the new can. In addition, visitors to MyCokeRewards.com can redeem “double points” from their collector’s edition 6-packs for exclusive access to Taylor Swift prizes, gear and insider information about the extraordinary global superstar.

Diet Coke recently featured the new packaging design in a Twitter promotion where 13 of the brand’s most loyal followers received a sneak peek of the collector’s edition can before it landed on store shelves.

The collector’s edition Diet Coke Taylor Swift 12-ounce can will be on store shelves for a limited time and appear in market October 1.

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 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 Coca-Cola Journey at 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

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