Marc Jacobs Named Diet Coke Creative Director
American designer Marc Jacobs, whose turn as Diet Coke’s new creative director for 2013 will have him stripping in a photo booth and posing in playful, pin-up-style ads.
Jacobs said he designed “whimsical, feminine” packaging for the soft-drink giant as it celebrates its 30th anniversary in Europe. The first cans and bottles are slated to arrive next month in 11 European markets including the U.K., France, Benelux and Iceland.
Jacobs had a hand in three cans, three bottles and three ad campaigns, each corresponding to a recent decade in fashion. “We wanted it to be colorful and fun,” the designer said.
Stéphane Sednaoui shot the campaigns — destined for print, outdoor and digital from mid-March — and Jacobs said he was excited to work with the photographer, having first met him at a PJ Harvey concert and long been a fan of his music videos for artists including Red Hot Chili Peppers.
With this new project, Jacobs joins an illustrious group: Karl Lagerfeld was Diet Coke’s creative director in 2011, with madcap couturier Jean Paul Gaultier doing the honors in 2012.
“I have this thing about icons and legends,” the American designer said, listing Coca-Cola, Mickey Mouse and Louis Vuitton among them.