Top Designer Named as New Creative Director for Diet Coke

For many, Jean Paul Gaultier would be a hard act to follow.

Not so if you’re Marc Jacobs though. The American designer has been named as the new Creative Director of Diet Coke for 2013 and has already managed to make a splash with a cheeky advertising campaign. 

Jacobs says he "extremely privileged" to be offered the job, and that he admired the work of previous designers who had worked with the brand. 

To launch his tenure, the designer stars in this parody of the famous ‘Diet Coke break’ advert, (if you haven’t seen the new Diet Coke guy yet, come this way). 

Jacobs shows off his incredibly toned and heavily tattooed body, saying: "I don't have much shame or anything in terms of taking off my clothes." 

A limited collection of Diet Coke bottles designed by Jacobs will go on sale next month.