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ATLANTA — The Coca-Cola Co. is highlighting the delicious taste of Diet Coke through "Get a Taste," its new integrated campaign that invites fans to get a taste of the world they love and ask the question, "What if life tasted as good as Diet Coke?"
The campaign features playful examples of how the taste of Diet Coke can make mundane moments a little brighter, a little bubblier and a whole lot more enjoyable, the company said.
"Millions of people enjoy Diet Coke for one simple reason — the taste. The unique, delicious taste has always been what sets Diet Coke apart and incites passion in our fans," said Andrew McMillin, vice president, Coca-Cola Brands, North America. "Through the 'Get A Taste' campaign, we're reminding fans why they fell in love with Diet Coke the first time, and we're inviting everyone to experience the magic behind the taste of Diet Coke."
The campaign will kick off with a 30-second TV spot titled "Economy Class" that will debut during this week's season premiere of "Nashville" on ABC, followed by airings during the season premieres of "Scandal" and "Grey's Anatomy." A second TV spot titled "Car Wash" will air in early October.
"Economy Class" features a woman whose crowded overnight flight is seemingly transformed into a speakeasy-style party by a sip of Diet Coke, while in "Car Wash," the soda appears to turn the whipping brushes inside a car wash into dancers in flapper-style dresses attending a lively 1920's-style party.
A third TV spot featuring singer Taylor Swift will launch later this fall. The "Get a Taste" campaign will also feature digital video, print, radio and out-of-home advertising, along with online activations on DietCoke.com and its social media channels through partnerships with media outlets and filmmakers on Vine.