Yesterday (Jan. 27), Taylor Swift announced a forthcoming partnership with Diet Coke via her YouTube page.
Ad Age reports it is yet unclear if the 23-year-old singer is expected to appear during the company’s Super Bowl campaign, however she is expected to “become a brand ambassador of sorts,” even beyond TV spots.
The Diet Coke deal follows the singer’s Cover Girl partnership, in addition to campaigns with Sony, American Greetings, Elizabeth Arden, Papa John’s, Target and Keds.
Swift’s brand appeal comes from her strong claim to younger demographics with over 23 million followers on Twitter and 38 million Facebook followers. Although the YouTube channel she announced the partnership on has almost 1 million subscribers, her VEVO channel has nearly 2.6 million subscribers.
Diet Coke now stands second only to its predecessor, Coke, in popularity after surpassing Pepsi in the United States in 2010. Package branding for the diet beverage changed last year for after more than five years.
Swift’s news comes after pop entertainer Beyonce was named Pepsi’s official brand ambassador, in a deal worth an estimated $50 million. Beyonce will perform during the Super Bowl Half Time show on Feb. 3.
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About the AuthorEric T. Parker oversees marketing initiatives and contributes editorial for MusicRow's print magazine, MusicRow.com, the RowFax tip sheet and the MusicRow CountryBreakout chart. He also facilitates annual events for the enterprise, including MusicRow Awards, CountryBreakout Awards and the Rising Women on the Row. [email protected] @EricTParker
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