Taylor Swift's collaboration with Diet Coke has resulted in a series of memorable commercials that blend the singer's star power with the brand's image. These advertisements utilize various strategies to entice consumers, leveraging Swift's popularity, the allure of prizes, and rhetorical appeals to create a compelling message.
A "Miracle" Unfolds: The Macy's TV Spot
One notable example is the Macy's TV Spot, titled "Another Miracle." In this commercial, Taylor Swift witnesses an unbelievable event, an event almost as unbelievable as the taste of Diet Coke. The visually striking ad uses a stark white set, allowing the focus to remain on Swift and a room full of kittens. The initial "magic moment" of one cat becoming two is highlighted, with Taylor's subtle amusement adding to the scene's charm. The commercial combines the engaging power of a pop princess and purring feline fuzz-balls! For allergy sufferers, the commercial is a playful creative idea for the rest of us. Through the magic of Diet Coke, we get to swim about in a room full of cats.
Droga5 served as the creative agency for the ad, while Universal McCann (UM) handled the media aspects.
Decoding the Message: "Share a Coke" with Taylor
The Diet Coke commercials featuring Taylor Swift aim to convey several key messages. The advertisement’s message is that if you, as a consumer, are to drink Diet Coke, you could be as extraordinary as Taylor Swift. By featuring a world-renowned artist, the company suggests that if Diet Coke is good enough for Swift, it's good enough for the average consumer. After looking for a few more seconds, it is clear that the meaning of this ad is to get people to “share a Coke” with Taylor. The product’s advertisement is arguing that their product is good enough for celebrities, so it is great for you too. Diet Coke is also arguing that their consumers will be extraordinary if they buy their product.
The commercials also often include sweepstakes, offering consumers the chance to win gift cards and Taylor Swift-themed merchandise. This incentive further encourages people to engage with the brand. The money and prizes allow the company to pull more customers towards them and away from competitors.
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Rhetorical Strategies: Appealing to Logos, Ethos, and Pathos
The Diet Coke commercials employ several rhetorical strategies to persuade viewers. For instance, the appeal to logos is seen in the lifestyle of Taylor Swift. Soda has been infamous for problems such as obesity, but then we see this contradictory image of a young, skinny, seemly healthy celebrity urging us to buy soda. The positive behavior can be identified on how drinking Diet Coke seems good for the consumer since Taylor Swift is a thriving celebrity and also drinks the product. There are appeals to ethos in having Taylor Swift be the face of the advertisement, since she is well-known, and by having the logo of Diet Coke included in the advertisement. The colors play into the appeal to pathos because the red all around the scene plays into our emotions.
"You're On": A Campaign to Capture Young Consumers
In January 2013, Taylor Swift became the "Brand Ambassador" for Diet Coke, a common endorsement strategy for major pop and country stars. Shortly thereafter the starlet started appearing in ads for the cola, most notably a recent television commercial tied to the marketing slogan “You’re On.” The commercial culminated in a shot of Taylor Swift in her dressing room right before going on stage drinking a Diet Coke. Diet Coke’s “You’re On” Taylor Swift campaign was meant to stem the tide of consumers, especially young consumers, abandoning soft drinks for healthier alternatives, energy drinks, coffee, and other beverages.
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