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February 7, 2013

Marc Jacobs Teams With Diet Coke as Celebrity ‘Creative Director’


BlackBerry recently announced it’s reaching into the creative mind of Alicia Keys. Polaroid is doing similarly with Lady Gaga. As of yesterday, combine another major brand with a celebrity “creative director:” American fashion designer Marc Jacobs and Diet Coke. The soft drink, which is celebrating its 30th anniversary this year, made the announcement while rolling out a commercial with Jacobs at its center.

Jacobs will provide general creative input and what Women’s Wear Daily called “whimsical, feminine” packaging for the brand, according to the Stylecaster blog. The move comes weeks after Pepsi inked a multimillion-dollar deal with Beyonce, which allows for plenty of creative input from the singer even as she does not carry the “creative director” title for the brand.

Diet Coke has previously found success in bridging the cola and fashion worlds. It reached out to designer Karl Lagerfeld for a limited-edition Diet Coke line in Europe and named Jean-Paul Gaultier last year as creative director for the brand in Europe. The most important question for Coca-Cola as it continues to add to its roster of high-powered creatives devoted to the brand may be whether Jacobs will partner well with Taylor Swift, who’s just been hired as a new face of the brand.
posted by: Tyler Durden
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labels: Lifestyle

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