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Coca-Cola is joining forces with world-renowned designer Marc Jacobs, naming him their new Creative Director for 2013, and details of the global campaign have just been released.

Jacobs has created a limited edition collection of bottles and cans for Diet Coke in honor of the their 30-year anniversary. The collection is called “Sparkling Together with Marc Jacobs”, and will be available across Europe by the end of the month.

“I feel very privileged to be the new Creative Director of Diet Coke and put my stamp on the 30th anniversary campaign,” stated Jacobs, “Diet Coke is an icon… and I love an icon!”

The pop-art heavy ad campaign revolves around the three decades – the ‘80s, ‘90s, and ‘00s – which Jacobs felt most embody “female empowerment,” although he is clearly referencing fashion in the campaign, as well.

New Diet Coke Creative Director Marc Jacobs lays bare his love for the brand.

New Diet Coke Creative Director Marc Jacobs lays bare his love for the brand.

The ’80s graphic can design features a Marlena Dietrich-like woman in a complete tuxedo ensemble, evoking the flash of the theater district, where the low-calorie campaign made its global debut in 1982.

The ’90s design, on the other hand, points to what Jacobs calls “sartorial audacity.” In this design, a glamorous woman is sketched in a flamboyant glamorous fuchsia dress, elegant stilettos, and long gloves.

The millennium graphic has a very Parisian feel to it – we suspect it was inspired by Jacob’s numerous stays in the French capital. Here the woman sports a short, dark bob and a boat neck striped sweater. The design is supposedly a sneak peek from Jacob’s new collection.

High-fashion model Ginta Lapina, who has previously worked with Jacobs, is the star of the global ad campaign.

Marc Jacobs not only heads his own brand, but has also been the Creative Director for high-end label Louis Vuitton since 1997.

–Alina Heim

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