To celebrate thirty years of diet drink dominance, American designer Marc Jacobs has designed three limited-edition Diet Coke cans for the European market (hence the Coca-Cola Light logo). Each one represents female empowerment in the '80s, '90s, and '00s. Jacobs also seems to have done a photo shoot without his shirt on in which he splashes Diet Coke all over the place—a "tribute" to the Diet Coke "hunk" ads of the '80s, apparently.