Diet Coke has created millions of customized bottle designs in its latest U.S. campaign, dubbed "It's Mine," allowing customers to buy a bottle with a look entirely unique to them.
The brand first created 36 "base" designs inspired by the bubbles, fizz, taste and spirit of Diet Coke. Then, using HP's software for its Indigo digital printing system, the base designs were used to create millions of new graphics. Fans can purchase their very own Diet Coke "It's mine" bottle, while supplies last, at major retailers across the U.S. They'll be available on new 12-oz. glass contour bottles, as well as on selected other cans and bottles.
The bottles are promoted by a TV spot, seen here, in which a woman leaps throug the air to Queen's "I Want it All" to get her hands on a Diet Coke. There will also be social content, including Pinterest and GIFs, around the designs, and pop-up fashion house experience in New York City at the start of fashion week hosted by stylist and "E" Fashion Police presenter Brad Goreski.
The campaign was created out of CAA Marketing. Read more about the effort on Adage.com.