Welsh singer Duffy is the new spokesperson for Diet Coke’s multi-million pound European TV campaign.

The Grammy-nominated singer’s first ever TV commercials will show her in 30 and 60 second spots.

Duffy (full name Aimee Anne Duffy), who shot to number one with her hit single Mercy last year, .went on record to say she “loved the attitude of this new Diet Coke ad” and drank “so much of the stuff, they were either going to give me shares in the company or put me in the advert.”

Coca-Cola says the Rockferry singer represents the kind of “strong, sassy young woman” the brand needs to represent across Europe.

“Duffy is a great embodiment of today’s modern female attitudes,” said Cathryn Sleight, the brand’s British 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.”

Meanwhile, some think Duffy, 24, was picked for her ‘raw and edgy character’. Can we make up our mind here? Is she ‘raw and edgy’ or ’strong and sassy’? Check out some photos of Duffy:

NEW Looney Tunes Duffy Duck mobile phone flashing charm US $8.99 (0 Bid) Auction Ends: Saturday Feb-11-2012 10:31:26 PST   | Watch this Item

1994 Stadium Club Super Bowl XXIX ROGER DUFFY #478 JETS / PENN STATE US $4.00 Auction Ends: Saturday Feb-11-2012 10:43:36 PST   | Watch this Item