Diet Coke has announced that Jean Paul Gaultier will be leaving his role as the brand Creative Director with another fashion icon taking his place for the next year, Marc Jacobs.
Announced to the world in a new promotional video, Jacobs is seen taking photos of himself in a photobooth whilst a group of Diet Coke women look adoringly at his photos.
The video is in-keeping with what fans of the brand believe are its core identifiers – the Diet Coke man and groups of female friends all enjoying themselves.
Diet Coke’s appointment continues the brands recognition that fashion is an integral part of the lives of its audience and by continually being associated with cutting edge fashion and trend setters it can cross-promote and capture a continual wave of young drinkers.
As with the introduction of Gaultier, Jacobs has been given the scope to create a brand new line of limited edition fasgion cans which will be revealed shortly.
Speaking about his appointment as Diet Coke’s new Creative Director, Marc Jacobs said: “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.”
The news of Jacobs’ appointment follows two big stories in the Diet Coke calendar, namely a collaboration with pop sensation Taylor Swift and the return of the Diet Coke break man to mark 30 years of Diet Coke in the UK.
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