Diet Coke US releases new package designs

Diet Coke has released million of unique bottle designs in the US as part of its new campaign “It’s Mine”,  a continuation of the brand’s “Get A Taste” campaign.

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.

Rafael Acevedo, group director of Diet Coke, Coca-Cola North America, said: “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.”

“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 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.

As part of the It’s Mine  program, a new 30 second TV commercial titled “It’s Mine” has also been launched this month. The spot is a celebration of the love Diet Coke drinkers have for their favourite no-calorie beverage, and it dramatises the lengths fans will go to get their hands on a Diet Coke.

Starting from February through to April, fans can interact with the It’s Mine bottle designs online through Diet Coke social content, including cinematic pins on Pinterest and interactive, swipe-able GIFs on Twitter.

The Diet Coke It’s Mine  program also includes digital video and instore, print and out of home advertising showcasing several bottle designs.

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