TODAY | February 02, 2013
>>> turning now to one of the most popular singers in the world and her controversial endorsement deal. this week, taylor swift announced a new partnership with diet coke . and that is a deal some critics say sets a bad example for her millions of young fans. why? miguel with the story. she wears short skirts
>> reporter: at 23 years old, singing superstar taylor swift is a marketing dream.
>> reporter: the idol's wholesome, squeaky clean image, makes swift a perfect pitchwoman.
>> we'll be making it official with one of the great loves of my life -- diet coke . we are never ever ever getting back together
>> reporter: after inking a major deal with diet coke , some don't buy what she's selling. lori david blogs for the " huffington post ."
>> frankly, i was horrified that taylor swift made a deal with diet coke . we're in the middle of an obesity epidemic and a diabetes epidemic in america. one in three kids are overweight or obese. and you know, one of the number-one culprits is soda.
>> reporter: after signing her deal with diet coke , swift released a short video announcing the joint venture but didn't respond to any criticism. our calls to her reps were not immediately returned. diet coke did, however, release a statement. "an overwhelming majority of people have voiced their support of the new partnership between taylor swift and diet coke , and we are committed to putting those fans at the forefront of everything we do together." swift certainly isn't the first mega-star to sign with a soft drink company. in the '80s, michael jackson teamed up with pepsi. you're the pepsi generation
>> reporter: more recently, so did pink and britney spears , laying the foundation for beyonce's reported $50 million deal with the cola company. you belong with me
>> reporter: some marketing experts say swift is different. appealing to a younger crowd.
>> michael jackson , beyonce, they've never put themselves out there as the positive dream, that you can do it if you try, there's no need to cheat, wholesome attitude and mentality that taylor swift projects.
>> reporter: swift may be under fire, but she remains widely popular, giving new meaning to the name " pop princess ."