ATLANTA -- A limited-time packaging promotion for Diet Coke could send the soda's fans--and collectors--into a frenzy.
For the first time ever, Coca-Cola Co. will make its Diet Coke, one of the best-selling carbonated soft drinks in convenience stores--available in millions of unique package designs with the launch of the Diet Coke "It’s Mine" program. The initiative, a continuation of the brand’s Get A Taste campaign, launches Monday, Feb. 1.
The "It's Mine" program also marks another first in the U.S. brand’s history: the introduction of the Diet Coke 12-ounce glass contour bottle, available for a limited time. Millions of one-of-a-kind, vibrant designs featured on the bottles mean no two are the same.
"The launch of the 'It's Mine' program is a continued celebration of our fans’ unique, steadfast love for the delicious taste of Diet Coke,” said Rafael Acevedo, group director, Diet Coke, Coca-Cola North America. "Through a robust, integrated national program, we’re inviting fans to choose from millions of unique Diet Coke designs, selecting the one they feel is uniquely their own.”
Diet Coke partnered with HP Inc. to leverage its innovative HP Indigo digital-printing technology as part of design development and bottle production. First, Diet Coke created 36 base designs inspired by the bubbles, fizz, taste and spirit of Diet Coke. Then, through HP’s software, the base designs were used to automatically create millions of entirely new graphics.
Fans can purchase Diet Coke "It's Mine" bottles, while supplies last, at major retailers across the country. In addition to the Diet Coke 12-ounce glass bottles, a select number of patterns will also be available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12- and 16-ounce cans and 500 milliliter and 20-ounce PET bottles.
To kick off the program with fans, Diet Coke is partnering with celebrity stylist, E! “Fashion Police” host and Diet Coke fan Brad Goreski to host an "It's Mine" pop-up fashion house experience in New York City at the start of fashion week.
From Feb. 8 through March 31, fans nationwide can take part in the fashion-house experience by entering the "It's Mine" sweepstakes. Fans who share a photo of their new look for the season, paired with their "It's Mine" Diet Coke, and use the hashtag #ITSMINEsweepstakes will be entered for a chance to win $10,000 worth of wardrobe must-haves hand-picked by Goreski, plus a year’s supply of Diet Coke.
As part of the "It's Mine" program, a new 30-second TV spot titled “It’s Mine” will debut Feb. 1. The spot is "a celebration of the love Diet Coke drinkers have for their favorite no-calorie beverage, and it dramatizes the lengths fans will go to get their hands on a Diet Coke," the Atlanta-based company said.
And starting next week and through April, fans can interact with the "It's Mine" bottle designs online through Diet Coke social content, including eye-catching cinematic pins on Pinterest and interactive, swipe-able GIFs on Twitter. The Diet Coke "It's Mine" program also includes digital video and in-store, print and out-of-home advertising showcasing several bottle designs.
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