Marc Jacobs Shirtless In New Diet Coke Campaign

Photo: Stephane Sednaoui for Coca Cola

Diet Coke is 30! To mark the occasion, Coca Cola has hired Marc Jacobs to oversee the image of the legendary soft drink. The American designer seems to take his new role whole-heartedly and doesn't mind showing some skin to advertise the benefits of drinking low-calorie soda:

The new campaign follows a great tradition of Diet Coke Hunk ads, initiated in the '90s with this memorable commercial:

For our own pleasure, the concept was recently revived with the model Andrew Cooper as a sexy gardener mowing the lawn of Hampstead Heath.

As Creative Director, Marc Jacobs will attempt to bring his quirky-casual style to the packaging. "I feel very privileged to be the new Creative Director of Diet Coke and put my stamp on the 30th anniversary campaign," said the designer. "Diet Coke is an icon... and I love an icon!"

A range of Diet Coke cans designed by Marc Jacobs will be released on February 25, followed by new aluminium bottles on March 12.