Marc Jacobs gives nod to Diet Coke’s advertising over the decades as new creative director of the soft drink brand.
Last year we told you about Jean Paul Gaultier’s appointment as creative director of Diet Coke. Now American designer Marc Jacobs follows his (and the likes of Karl Lagerfeld’s) footsteps as creative director of the global brand, which celebrates its 30th anniversary in 2013.
The collaboration will see Jacobs give the brand a “stylish and light-hearted” makeover, with a whimsical twist true to the designer’s style, in designing a limited edition run of bottles and cans.
To celebrate the brand’s three decades, the designs will “capture the rise of female empowerment through the Eighties, Nineties and Noughties” – an element of the “Sparkling for 30 Years” campaign.
"I feel very privileged to be the new creative director of Diet Coke and put my stamp on the 30th anniversary campaign," said Jacobs. "Diet Coke is an icon - and I love an icon."
As part of the campaign, Diet Coke is launching a tongue-in-cheek short film starring the designer, entitled:“Marc Jacobs’ Photo Booth Break”.
The teaser features a shirtless Marc Jacobs, offering his own take on the infamous Diet Coke “Hunk” spots from the 1990s which featured Etta James’ “I Just Want To Make Love To You”.
The film takes place in a gallery, where the designer is obscured inside a photo booth, with items of clothing falling to the floor – only his trademark kilt is visible. Three girlfriends are attracted by the commotion of flashbulbs and investigate, to find out who the bare-legged man could be.
The curtain is pulled open, revealing a topless Marc Jacobs, having his very own Diet Coke moment in the booth and inviting the girls into the booth to celebrate the occasion.
Video: Diet Coke “Photo Booth Break”
Over the decades, only a few of Diet Coke’s spots have actually made it into Archive, including “Amtrak” ad by Lowe, London, which featured in a 2003 issue of the magazine. Subscribers can view it here | Not already subscribed? Subscribe now.