Earlier this year, Coca Cola rolled out 250 bottle labels under a marketing campaign “Share a coke” which took over social media and shops instantly. The campaign spread to 80 countries, with about 5000 of the world’s most common names appearing on more than 6 million soda bottles. Now, once again Coca Cola’s idea machine has struck; bringing unique and individual designs to 2 million Diet Coke bottles.
The Diet Coke campaign is created by Coca-Cola Israel with help from Gefen Team, Q Digital and HP Indigo. The Diet Coke project uses a similar technique from Absolut in 2012 – a special algorithm that can auto-generate millions of unique designs.
According to Alon Zamir, VP of marketing for Coca-Cola Israel, the resulting product conveys to “Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles”.
The concept was spread through ad campaign, featuring hundreds of uniquely designed billboards, sold out T-shirts and other merchandise with a specific bottle design. The theme behind “Share a Coke” was how personalized it felt to the consumers. However, the diet coke theme is how personalized it actually is.
The designs are brilliant and available on 51 oz., 17 oz. and 12 oz. size bottles. After the campaign was launched, the printed bottles were advertised on eBay for $200 for a collection and $15 on single bottle.
The Israeli printing technology is behind every major campaign launched by Coca Cola such as “Share a Coke” and “Mini Me” project.
Check out a case study video showing the process of Diet Coke Campaign.