Updated: Wednesday, 06 February 2013 13:25 | By Relaxnews

Marc Jacobs new creative director for Diet Coke

Designer Marc Jacobs will be Coca-Cola's creative director for its Diet Coke line in 2013. The designer will be following in the footsteps of Jean Paul Gaultier who was creative director for the soft drink in 2012. At the end of the month, the brand will unveil new cans by the designer who heads up his own signature clothing line and is also at the helm of Louis Vuitton.


Marc Jacobs new creative director for Diet Coke

Marc Jacobs new creative director for Diet Coke

After Jean Paul Gaultier's eccentric style, Diet Coke is now looking at a more casual look for this year with designs and ads that will reflect Marc Jacobs's trademark style codes. The American designer has agreed to collaborate with the drinks brand for the whole year.

Consumers will be able to see the results of this collaboration on cans which will be unveiled on February 25. The aluminum bottles will also be made over by the designer and will be revealed on March 12. 

Diet Coke is celebrating 30 years of sales in Europe in 2013 in a campaign called "Sparkling Together for 30 Years." Marc Jacobs is also looking back at that period, having sought inspiration for the product collection in the past three decades of fashion. As Coca-Cola explained, the range will "capture the rise of female empowerment through the Eighties, Nineties and Noughties," as well as integrate some of Jacobs's favorite symbols and quirky motifs.

"I feel very privileged to be the new Creative Director of Diet Coke and put my stamp on the 30th anniversary campaign. Diet Coke is an icon... and I love an icon!" admitted Marc Jacobs.

To give consumers an idea of what to expect from this new collection of cans and bottles, an ad featuring the designer himself makes clear the spirit of the campaign. The ad entitled "Photo Booth Break" is a nod to the famous 1990s Diet Coke ad "Diet Coke Hunk," featuring an Adonisesque heartthrob who enthralled all the women in an office. However, this time round, Marc Jacobs will be exposing his chiseled body in a photo booth. 

The signature products will initially be available in Europe next month.

Watch the ad: http://youtu.be/9uG9WvzuUrs

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