Pepsi Does the Harlem Shake, Coca-Cola Reveals Marc Jacobs-Designed Cans


Coca-Cola has spent plenty of bucks on making iconic ads in the past, but its latest 60-second spot is coming from a low-priced source—a fan of the brand—while the company just revealed a trio of new cans designed by global creative director Marc Jacobs. The details on the latest moves in the cola wars:[more]

Filmed in New Zealand by 23-year-old Hugh Mitton—winner of Coca-Cola’s 2012 MOFILM Cannes Lions crowdsourced video competition—the new Valentine’s Day-themed ad debuted in the U.S. during Thursday night’s episode of “American Idol” on FOX and will be pushed on social media. In it, red balloons with Coke cans tied to them float down out of the sky to people on the streets. “It’s one thing to represent happiness as a brand … but what we’re trying to do today, more than ever, is to inspire people to create and share happy moments every day,” notes David Campbell, Coke’s global content director.

Pepsi, meanwhile, is trying to spread a different kind of happiness in its new designed-for-viral video released Wednesday, which features cans and bottles of Pepsi getting down and funky to the latest Web video trend, the Harlem Shake. And check out another front for cola wars’ duel: branded cans, including a new trio from Coke’s guest creative director Marc Jacobs.[more]

As you watch Pepsi’s version of the Harlem Shake—which has seen Kate Upton and her fellow Sports Illustrated swimsuit models get in on the dance craze—take note of how the dominant colors in the pie chart in the background highlight Pepsi’s iconic blue and red:

The latest cans from Diet Coke US incorporate the Twitter/Instagram hashtag for New York Fashion Week’s Show Your Heart Red Dress Campaign, while its UK counterpart has released a trio of snazzy cans (at top) designed by guest creative director Marc Jacobs, in time for the kick-off of London Fashion Week.

The Marc Jacobs limited-edition cans mark the world’s #1 diet soft drink’s 30th anniversary in the UK—where it’s sold as Coca-Cola Light; Diet Coke turned 30 in the U.S. last year—and will only be available in Europe. Jacobs, as brand’s third guest creative director (following Karl Lagerfeld and Jean Paul Gaultier), has created one design for each decade, the Eighties, Nineties and Noughties.

Also embodying “heart” of a different sort, the designer’s Diet Coke cans celebrate women of three decades, as the UK’s Telegraph notes: ‘I Heart ’80s’ embodies the rise of the empowered woman in all her glory, while ‘I Heart ’90s’ when extravagant attitude of the era where fashion, music and art collided in a glamorous exploration of strong femininity and daring attitude, and ‘I Heart ’00s’ is a playful and lighthearted illustration of the sporty-cool decade, embodying humour, sexiness and energy.

“I feel very privileged to be the new creative director of Diet Coke and put my stamp on the 30th Anniversary campaign,” says Jacobs. “Diet Coke is an icon… and I love an icon.”

At least he’s actually doing something for the brand as guest “creative director” than some other celebrity creative directors in recent history. Hear more from Jacobs on his collaboration with Coke, below.


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