The IT’S MINE program also marks another first for the US brand’s history – the introduction of the Diet Coke 12-oz 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 – just like the fans who enjoy Diet Coke.
“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,” says 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.
“HP is reinventing printing with technologies like HP SmartStream Mosaic Software, enabling leading brands like Diet Coke to reinvent traditional packaging into unique pieces of art not once possible,” adds Gary Bernier, strategic business and brand development mgr.-HP.
Fans can purchase their very own Diet Coke IT’S MINE bottle, while supplies last, at major retailers across the country. In addition to 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- and 16-oz cans and 500-mL and 20-oz PET bottles.
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.