Coca-Cola Great Britain has named Welsh singer Duffy as the star of its new Diet Coke campaign.
The ‘Mercy’ singer will appear in the brand’s multi-million pound campaign, which marks her first role as an endorser since she took the charts by storm last year with her album Rockferry.
The 24-year-old, real name Aimee Anne Duffy, has been picked for her “raw and edgy character".
The campaign, created by Mother, will be rolled out across Europe in a series of 30 and 60 second TV spots as we see the end of the ‘Diet Coke man’ adverts.
Duffy, who follows in the footsteps of Kim Basinger who starred in a previous ‘Diet Coke’ ad, will appear alongside other strong, sassy young women who are celebrating their right to stand up to the pressures of modern day life.
Talking about her role in the new ads, Duffy said, "I love the attitude of this new Diet Coke ad. I drink so much of the stuff, they were either going to give me shares in the company or put me in the advert."
Cathryn Sleight, marketing director at Coca-Cola Great Britain, said, “We have a strong heritage in creating entertaining and memorable advertising for ‘diet Coke’ that is loved by our female fans.
“Our campaigns are well known for tapping into a powerful social and cultural zeitgeist and Duffy is a great embodiment of today’s modern female attitudes. She has a strong appeal with our core female audience and we’re confident that this campaign will become just as iconic as previous ‘diet Coke’ advertising campaigns.”
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.