Obviously I’m too young to remember that advert, you know the one where Etta James’ dulcet rendition of I just wanna make love to you set the sultry scene for the then Diet Coke hunk being ogled by a gaggle of Manhattan office workers as he descended beyond the window. Well, in celebration of the brand’s 30th anniversary, fashion maestro Marc Jacobs has stepped into the role of topless pin-up and Creative Director exclusively for 2013.
Running with the tagline ‘Sparkling Together for 30 Years’ Jacobs has lent his unique and innovative vision to the campaign, creating a limited edition collection of Diet Coke bottles and cans. Taking inspiration from three decades of the brand’s reign as the world’s most popular soft drink, the designer has crafted the collection in homage to the rise of female empowerment through the ‘80s, ‘90s and ‘00s, while infusing it with his signature whimsical style.
Jacobs commented: “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.”
To celebrate the announcement, Diet Coke is launching a film short starring the designer, entitled ‘Marc Jacobs’ Photo Booth Break’. Paying tribute to the iconic Diet Coke ‘Hunk’ ads that lit up TV screens in the 1990s, Jacobs gets shirtless while a trio of female admirers view the photographic results deposited from the booth. The Diet Coke Sparkling Together with Marc Jacobs limited edition collection will be available from March 2013.