Coca-Cola UK has confirmed that Welsh singer Duffy will star in its new Diet Coke European advertising campaign.

The "multi-million" pound campaign, announced today (14 January), is set to launch in a number countries across Europe early this year.

The advert will show the singer - best known for her hit 'Mercy' - acting in one of a series of 30 and 60-second spots alongside other "strong, sassy young women" who are celebrating their right to "stand up to the pressures of modern day life", Coca-Cola said.

"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," said Cathryn Sleight, Coca-Cola UK marketing director. "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."

Duffy added: "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."