"I think glamour and sex sells just about everything," said Marc Jacobs, who was announced today as Diet Coke's new creative director for 2013.
Jacobs' first whimsical and feminine cans and bottles will debut next month in 11 European markets. He designed three cans, three bottles and three ad campaigns all of which corresponded to a recent fashion decade.
"We wanted it to be colorful and fun," the designer said.
Stéphane Sednaoui shot the campaigns where Jacobs appears alongside Latvian model Ginta Lapina in the spots, which involve large pop bottles. "They're quite cartoony," Jacobs said.
A short film, which will make its debut on YouTube and Diet Coke's Facebook page, winks to Diet Coke's popular "hunk" ads from the Nineties. Jacobs is depicted in the film causing a commotion in a photo booth, inviting three women to join him and share his Diet Coke moment.
"I still think it's hysterical people want me to take my shirt off. You know, I'm going to be 50 in two months, so I guess I should be glad," he said with a chuckle, musing, "It feels like the decade of me taking my shirt off."
Watch the video on Diet Coke's Facebook page and YouTube channel at www.cokeurl.com/DietCokeMJ.