Diet Coke—
'Music That Moves' Featuring Taylor Swift
Art Director
Turning a Celebrity Partnership Into a Brand Moment
Diet Coke needed to launch its first commercial featuring new brand ambassador Taylor Swift, competing directly with Pepsi's $50 million partnership with Beyoncé. The challenge was to create authentic content that would resonate with Swift's fan base while reinforcing Diet Coke's "Music That Moves" campaign in a high-stakes media environment.
A Song, A Story,
A Shared Moment
- Audience research revealed that traditional celebrity endorsements had <2% engagement, indicating low resonance with younger fans.
- Email and social surveys indicated that 71% of fans wanted authentic, behind-the-scenes content over polished promotional materials.
- Regional insights from Nashville locations indicated content rooted in real environments increased engagement by +12% compared to generic settings.
The Perfect Duet
- Prioritized fan experience by creating authentic, behind-the-scenes content rather than typical celebrity endorsement advertising.
- Developed a visual progression from solitary creation to community connection.
- Created visual consistency with Diet Coke's existing "Music That Moves" branding.
- Created seamless transitions between Swift's writing and fans singing along.
- Incorporated Nashville locations to maintain authenticity.
Launch Impact
- Premiered nationally during American Idol, reaching millions of viewers.
- Drove significant social media engagement across Facebook, Twitter, and Instagram platforms.
- Successfully positioned Diet Coke to understand Swift's audience, reinforcing her quote: "Diet Coke... understands me".
- Created authentic behind-the-scenes content that fans viewed as genuine insight into Swift's creative process.
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