American designer Marc Jacobs was recently named as Diet Coke's new creative director for 2013. With this new project Jacobs joins an illustrious group including Karl Lagerfeld who was Diet Coke’s creative director in 2011, followed by couturier Jean Paul Gaultier in 2012.
“I have this thing about icons and legends,” the American designer said, listing Coca Cola, Mickey Mouse and Louis Vuitton among them.
Designing "whimsical, feminine" packaging for the soft drink giant as it celebrates its 30th anniversary in Europe, Jacobs had a hand in designing three cans, three bottles and three ad campaigns, each corresponding to the past three decades in fashion. “We wanted it to be colorful and fun,” the designer said.
Marc Jacob's first cans and bottles are slated to arrive this month in 11 European markets including the UK, France, Benelux and Iceland.
Check out Marc Jacobs' new ad for Diet Coke below: