Kittens, including Taylor’s own kitten Olivia Benson, co-star in new spot for Diet Coke’s “Get A Taste” campaign. Spot premieres unreleased track from Taylor’s upcoming album, 1989.
With seven GRAMMY Awards and a highly anticipated, fifth studio album about to release, it’s easy to assume that global superstar Taylor Swift’s life could not get any better. But in her latest Diet Coke TV spot, Taylor finds the great taste of Diet Coke making her day a bit brighter and a whole lot cuter with some furry friends, including her newest feline addition, Olivia Benson.
The spot, “Kittens,” is part of Diet Coke’s new “Get A Taste” campaign that launched last month. The integrated campaign celebrates fans’ unwavering love for the delicious taste of Diet Coke. The creative, including the new spot with Taylor, showcases the unique, delicious taste of Diet Coke by taking ordinary moments and making them a bit brighter, bubblier and more enjoyable.
Premièring last Friday, the 30 sec TV spot opens on Taylor in an everyday life moment – playing with a kitten, giggling and sipping on a Diet Coke. To her delight, with each refreshing sip of Diet Coke, the kittens around her multiply until the room is overflowing with cute, cuddly kittens – a nod to the campaign’s core question, “What if life tasted as good as Diet Coke?” While she stretches to keep her Diet Coke raised above the sea of kittens, a closing super reminds fans to “Get A Taste” of Diet Coke and to check out Taylor’s new album, 1989, available now for pre-buy at TaylorSwift.com and in stores on 27 October.
Adding to the excitement, Taylor’s fans can get a taste of a yet-to-be-released track from 1989. The song will be featured exclusively in the Diet Coke spot and cannot be heard anywhere else before the album release date.
“As a long-time Diet Coke fan, Taylor is a natural example of who we’re celebrating in the ‘Get A Taste’ campaign. It’s all about passionate fans who simply love the delicious taste of Diet Coke,” said Andrew McMillin, Vice President, Coca-Cola Brands, North America. “The spot with Taylor is light-hearted and fun, bringing together two of her favourite things – kittens and Diet Coke. And it genuinely shows, from Taylor’s perspective, what her life would be like if it tasted as good as Diet Coke.”
Diet Coke and Taylor, who began a multi-year partnership with the brand in 2013, also are partnering to bring fans opportunities to win concert tickets and to meet Taylor. Starting 24 October, fans can enter for a chance to win concert tickets and a flyaway trip for two to an upcoming performance through iHeartRadio.com, RyanSeacrest.com and other sites. Each website will be giving away one flyaway trip for two lucky fans, courtesy of Diet Coke.
The No. 1 no-calorie sparkling beverage also is bringing fans closer to Taylor during the week of her album launch. On 25-26 October, Diet Coke will present Taylor’s takeover of the internationally-syndicated “American Top 40 with Ryan Seacrest” radio show. The brand also will present Taylor’s co-host appearance on “On Air with Ryan Seacrest” on 30 October. “On Air with Ryan Seacrest” is the market-topping No. 1 nationally syndicated LA morning drive-time radio show hosted by Ryan Seacrest for iHeartMedia’s 102.7 KIIS-FM, and has more than 170 affiliates.
Taylor will co-host the popular radio show’s four-hour broadcast live from New York City, sharing exclusive details about 1989. This will be the first time a celebrity co-hosts the entire radio program, as well as the first time the full show is presented by a single brand.
Filmed in New York City and directed by Keith Schofield, “Kittens” is the third TV spot for Diet Coke’s “Get A Taste” campaign. The new spot joins “ Economy Class” and “ Car Wash,” which were released earlier.
The “Get A Taste” campaign was developed by Droga5 New York, Diet Coke’s agency of record.