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ATLANTA — For the first time, Coca-Cola Co. is making Diet Coke available in millions of unique package designs via the company’s Diet Coke “It’s Mine” program, part of the Coke “Get A Taste” due campaign due to launch Feb. 1.
The beverage giant said Wednesday that the It’s Mine program also will mark the debut of the Diet Coke 12-ounce glass contour bottle, which will be available for a limited time.
Consumers will be able to buy a Diet Coke It’s Mine bottle, while supplies last, at major retailers nationwide. Coca-Cola said that besides the Diet Coke 12-oz. glass bottles, a select number of patterns will also be available on 7.5-oz. mini-cans, 8.5-oz. aluminum bottles, 12-oz. and 16-oz. cans, and 500 ml and 20-oz. PET bottles.
“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,” stated Rafael Acevedo, group director of Diet Coke for 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.”
Coca-Cola said Diet Coke partnered with HP Inc. to leverage the tech company’s HP Indigo digital printing platform 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 via HP’s software those designs were used to automatically create millions of entirely new graphics, according to the beverage company.
As part of Diet Coke’s campaign, the brand plans to air a new 30-second TV spot titled “It’s Mine” on Feb. 1. The commercial dramatizes the lengths that fans will go to get their hands on a no-calorie Diet Coke by showing a well-dressed woman leaping through the air to grab an It’s Mine bottle. A second 30-second spot featuring the It’s Mine heroine is slated to run in late February.
And beginning next week and through April, consumers can interact with the It’s Mine bottle designs online via Diet Coke social content, including eye-catching cinematic pins on Pinterest and interactive, swipeable GIFs on Twitter. The It’s Mine program also includes digital video and in-store, print and out-of-home advertising showcasing several Diet Coke bottle designs.
