Taylor Swift's partnership with Diet Coke has transcended a simple endorsement deal, evolving into a cultural phenomenon that intertwines the singer's image with the brand's identity. This article delves into the various facets of this collaboration, exploring the commercials, marketing strategies, and the underlying messages conveyed to consumers.
The Beginning of a Sweet Partnership
Coca-Cola officially announced a "long-term partnership with" Taylor Swift. Katie Bayne, president of North America brands at The Coca-Cola Co., praised Swift's "unmatched business savvy, talent and drive to succeed," calling her "an extraordinary individual and a wonderful symbol of achievement." Swift herself expressed her affinity for the beverage, stating, "I’ve said for years that Diet Coke just ‘gets me’ and my lifestyle." The partnership promised fans "extraordinary access to Swift - both online and in person - throughout her highly anticipated Red Tour," which started March 13 in Omaha, Neb.
"Get A Taste" Campaign
Diet Coke launched the "Get A Taste" campaign, aiming to brighten fans' worlds through the "delicious taste of Diet Coke". As part of this campaign, Taylor Swift featured in a TV spot where she finds the great taste of Diet Coke making her day a bit brighter.
Advertising and Rhetorical Strategies
Taylor Swift is featured in the new Diet Coke commercial, capturing the audience's attention with catchy music and vibrant colors. The advertisement features Taylor Swift wearing a red dress and pouring a glass of Diet Coke while looking into the camera. She is sitting behind a table that is set for multiple people. There is already a filled glass of Diet Coke on the table while she is pouring the second glass. The advertisement’s message is that if you, as a consumer, are to drink Diet Coke, you could be as extraordinary as Taylor Swift. The company uses Swift in order to entice her fans to drink their product. The message also includes the chance of winning a gift card and other cool prizes. The product’s advertisement is arguing that their product is good enough for celebrities, so it is great for you too and that consumers will be extraordinary if they buy their product.
The advertisement uses several rhetorical strategies. The appeal to logos is seen in the lifestyle of Taylor Swift. 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.
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The Message: "Share a Coke" and "Stay Extraordinary"
The meaning of this ad is to get people to “share a Coke” with Taylor. The commercial closes with a final statement stating “stay extraordinary”. Meanwhile, the phrase is displayed at the same time when Swift is in her most successful moment in her life which is performing in concert. These techniques were built to help persuade to the audience that diet coke will make you feel young and alive.
Commercial Analysis: "22" and Universal Appeal
During the ad, we witness Swift in the writing process of the lyrics to her hit song, “22”. Meanwhile, we see a diversity of people singing along to her song. In this Diet Coke commercial the attention is targeted to people of all age groups, all races, all genders, and all class groups. The ad presents several characters including a Caucasian male chef, an African American business man, a Caucasian female student, and a group of teenagers of mixed races at a social event. The message behind this commercial lies beneath Taylor Swift’s lyrics, “I don’t know about you but I’m feeling twenty-two”, which conveys that when you drink diet coke you will feel young and extraordinary like Swift.
The universal appeal of the commercial is to embrace those who are drinking diet coke and to encourage those who are not to try the beverage. The advertisement uses Taylor Swift to demonstrate her drinking diet coke during her most successful and creative time in her life. In other words the message is to convey that if we drink diet coke it will not do us harm but in fact give us life. This can be identified as the lagos of the commercial ad. In the first scene presents Swift in her bedroom writing a piece to her song with a diet coke can beside her. During this scene, she is in a calm and quiet atmosphere but it also shows how focused and determined she is. This again demonstrates the logic on how diet coke should be viewed as a drink that will help keep you focused.
Visual Elements: Colors and Symbolism
Throughout the commercial, the majority of the colors used are neutral colors like white, black, gray, and brown. However, within each scene you can identify at least one pop of the color red. The colors used seem to correspond with the colors of diet coke. The colors of the label for diet coke include gray and off-white with a pop of red. Meanwhile, the actual drink is a muddy color like a brownish black. During the third scene of the commercial, we witness Taylor Swift wearing a vibrant red dress which correlates with the color label for coca cola. This can be identified as both pathos and ethos. Pathos uses the colors to play with the senses. The vibrancy from Swift’s dress shouts out life and vitality. Also, ethos gives credibility towards Taylor Swift for symbolizing diet coke with her red dress. Her side effects for drinking diet coke are being creative and energetic.
Character Representation and Symbolism
The other characters that have not been mentioned also play a significant role in the commercial. A chef’s job is understood that he/she cooks food which is something we can not live without. Through the chef, the message is to convey that diet coke is needed to nurture our body and soul. The importance of casting the characters in a similar setting, which is them in their everyday environment, basically argues the message that diet coke can be consumed by anyone and at any point of their day. The student playing the guitar implicates that diet coke can help reveal your inner talent. The ad is implementing how diet coke can help you find and release your unique talent.
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iHeartMedia Partnership and Album Launch
Taylor Swift and Diet Coke teamed up for unprecedented programming events with iHeartMedia to celebrate the release of Swift’s highly anticipated, fifth studio album, 1989, on October 27. Together, Swift and Diet Coke took over every Premiere Networks-syndicated CHR (Contemporary Hit Radio) show and its digital platforms during the week of Taylor’s album launch.
Swift kicked off the week by guest-hosting American Top 40 on October 25 and 26 and being featured on Direct From Hollywood with Ryan Seacrest on October 27. She also appeared as a special guest during On with Mario Lopez on October 29. On October 30, Diet Coke presented Swift co-hosting On Air with Ryan Seacrest for the show’s entire four-hour broadcast live from New York City, sharing exclusive details about 1989. This was the first time an artist co-hosts the entire radio program, as well as the first time the full show is presented by a single brand.
Sweepstakes and Fan Engagement
Taylor Swift and Diet Coke gave four lucky listeners and their guests the chance to see one of Taylor’s upcoming performances through a sweepstakes running on-air, online and via iHeartRadio. Beginning October 24, fans could visit iHeartRadio.com/DietCoke to register for the chance to win, courtesy of Diet Coke. During the Ultimate 1989 Fan Party LIVE on October 30, audience members had the chance to win exclusive Swift and Diet Coke merchandise.
Taylor Swift's Enduring Influence
Taylor Swift has career record sales in excess of 30 million albums and almost 80 million song downloads worldwide, and has had singles top both the pop and country radio charts around the globe. Taylor is the only female artist in music history (and just the fourth artist ever) to twice have an album (2010's Speak Now and 2012's RED) hit the 1 million plus first-week sales figure.
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