Diet Coke signs Marc Jacobs as creative director

Diet Coke has signed Marc Jacobs as its creative director for its 30th anniversary year 2013, following in the footsteps of other collaborations with designers such as Jean Paul Gaultier and Karl Lagerfeld.

As revealed by Marketing Week last month, Jacobs will design a limited edition collection of bottles and cans and appear in other marketing activity.

Such activity includes his take on the iconic “Diet Coke Hunk” in an online video where he reveals his torso in a photo booth in front of a group of office workers.

Diet Coke is marking its 30th anniversary with year-long marketing activity reminiscing on previous ads from 1980s through to present day as it looks to retain its “lifestyle brand” status in the face of 21st century pressures.

It kicked off the activity in January with a modern take on its “zeitgeist” 1994 “Diet Coke Hunk” ad.


Ruth Mortimer

Marketing and business do play to the same beat

Ruth Mortimer

I’m proud to be featuring EMI chief executive Andria Vidler as our cover star this week. Not just because she is the only female major label boss in the UK. Not because she is a sharp operator in charge of an incredibly famous brand at a moment of great turmoil and change in the music industry. But because she is a lifelong marketer.


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