The Coca-Cola Co. (NYSE:KO) has signed a contract with country crooner Taylor Swift to promote Diet Coke, according to Advertising Age, which did not identify its source. A representative of the Atlanta-based company declined to comment to Ad Age about the reported deal.
The Grammy Award-winning singer was recently photographed exiting a plane while holding a Diet Coke can, and now it appears she is going to get paid millions of dollars to promote the zero-calorie soda.
The deal comes just weeks after pop singer Beyonce signed an estimated $50 million deal with the rival soft-drink maker PepsiCo Inc. (NYSE:PEP), headquartered in Purchase, N.Y.
Landing Swift as a brand representative for Diet Coke is a major score for Coca-Cola in its battle with PepsiCo over the youth/music market. In this fight, Coca-Cola also recently invested $10 million in the digital music service Spotify, as reported by Adweek.
Michael Jackson was famously a promoter of Pepsi in the 1980s, evidence that the soda industry’s titans have been warring over the youth/music market for decades.
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Although Swift may have a new Diet Coke deal, the singer-songwriter will not be appearing in any of Coca-Cola's Super Bowl commercials this year, Ad Age reported.
The reported Diet Coke deal isn’t the first the 23-year-old superstar has inked with a major consumer-products company: Swift is also the face of the CoverGirl cosmetics unit of the Procter & Gamble Co. (NYSE:PG), based in Cincinnati.
Swift most likely hopes her relationship with Diet Coke will be longer-lasting than her relationships with various entertainment-industry types, ranging from actor Jake Gyllenhaal to musician John Mayer to One Direction singer Harry Styles.