A new campaign for Diet Coke revealed a unique collection of over 2 million unique one-of-a-kind bottles. The campaign, revolving around the concept “Stay Extraordinary,” produced over 2 million different bottles using a new printing system that printed every bottle with a different look. For the consumer this meant no bottle repeated itself and whoever bought a diet coke bottle received a one-of-a-kind design. The purpose of the campaign was to convey to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles.

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The complex campaign was made possible due to an innovative printing technology. A special algorithm was created which gave birth to the design technique – It could create millions of different designs that were completely auto-generated, with no need for human intervention. Alon Zamir, Vice President of Marketing Coca-Cola Israel: “We are proud to launch such a complex, innovative and extraordinary campaign which will convey to all Diet Coke consumers how extraordinary they are themselves”.

Credits

Client: Coca-Cola Israel
Brand: Diet Coke
Campaign Title: Millions of one of a kind bottles
Advertising Agencies: Dahaf & Gefen Team, Tel Aviv, Israel
Production: Q Digital
Print Technology: HP Indigo