ATLANTA -- In a nod to Taylor Swift's inspirational sayings and 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 six-pack will be on beverage aisles nationwide in October and November. It debuted Oct. 1.
Each 12-oz. can is adorned in handwritten style with one of her most popular sayings: "If you're lucky enough to be different, don't ever change."
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 design features Swift's quote handwritten in Diet Coke red along with the singer's logo, which wraps the can. While the look has changed, the taste remains the same and the can will still be easy to recognize, the company said.
In-store and point-of-sale (POS) 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 six-packs for exclusive access to Taylor Swift prizes, gear and insider information about Swift.
Diet Coke recently featured the new packaging design in a Twitter promotion in which 13 of the brand's most loyal followers received a sneak peek of the collector's-edition can before it landed on store shelves.
Atlanta-based Coca-Cola is the world's largest beverage company, with more than 500 sparkling and still brands. Led by Coca-Cola, its portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, it is the leading provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks.