American designer Marc Jacobs gets into role as he takes over from Jean Paul Gaultier as the creative director of Diet Coke for 2013.

After JPG’s eccentric style, Diet Coke is now looking at a more casual look for this year with designs and ads that will reflect Marc Jacobs’s trademark style codes.

“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!” admitted Marc Jacobs.

To give consumers an idea of what to expect from this new collection of cans and bottles, an ad featuring the designer himself makes clear the spirit of the campaign.

Marc Jacobs has signed on as the creative director of Diet Coke for 2013. The new role has the ripped fashion designer posing shirtless with Coke cans in commercials that will run across Europe, where the beverage is celebrating its 30th anniversary. Jacobs has also designed three cans and three bottles for the milestone, inspired by the 80s and 90s.

Consumers will be able to see the results of this collaboration on cans which will be unveiled on February 25. The aluminum bottles will also be made over by the designer and will be revealed on March 12.

The new ad is a nod to the famous 1990s Diet Coke ad “Diet Coke Hunk,” featuring an Adonisesque heartthrob who enthralled all the women in an office. However, this time round, Marc Jacobs is exposing his chiseled body in a photo booth.

You might also like:

Tom Ford Spring 2013 Campaign