Next month, for the first time, Diet Coke, a brand of Atlanta-based The Coca-Cola Co., will be available in millions of unique package designs with the launch of the Diet Coke It’s Mine program, the company says. The initiative, a continuation of the brand’s Get A Taste campaign, launches Feb. 1.
The It’s Mine program also marks another first for the brand — the introduction of the Diet Coke 12-ounce glass contour bottle, which also will be available for a limited time, the company says. Millions of one-of-a-kind, vibrant designs featured on the bottles mean that no two are the same, it adds.
“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 of Diet Coke at Coca-Cola North America, in a statement. “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 Palo Alto, Calif,-based HP Inc. to leverage its innovative HP Indigo digital printing technology as part of design development and bottle production, the company says. First, the brand 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, it explains.
Consumers can purchase their own Diet Coke It’s Mine bottle while supplies last at major retailers across the country. In addition to the Diet Coke 12-ounce glass bottles, a select number of patterns also will be available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12- and 16-ounce cans and 500-ml and 20-ounce PET bottles.
To kick off the program, Diet Coke is partnering with celebrity stylist and E! “Fashion Police’s” Brad Goreski to host an It’s Mine pop-up fashion house experience in New York City at the start of fashion week, the company says. Goreski will share his must-haves for the upcoming season and give fans that splash of color they love at micro-styling appointments. They also will be able to browse through the season’s wardrobe must-haves curated by Goreski before meeting with him one-on-one to complete their look with the ultimate must-have accessory — their own It’s Mine Diet Coke bottle, the company adds.
“I am excited to get the great taste of Diet Coke, now in a unique It’s Mine design,” said Goreski in a statement. “It will be fun to see how other fans use their own It’s Mine bottle to add the perfect pop of color to their look.”
From Feb. 8 through March 31, consumers nationwide can take part in the fashion house experience by entering the It’s Mine sweepstakes. Those 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, the company says.
Also 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, it adds.
The light-hearted, glamorous commercial features 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 will air in late February.
Beginning next week and running through April, consumers also can interact online with the It’s Mine bottle designs through social media, which includes eye-catching cinematic pins on Pinterest and interactive, swipe-able photos 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, the company adds.
For more information on Diet Coke’s It’s Mine program, visit www.coca-colacompany.com/DietCokeITSMINE.