In Israel, Coca-Cola has launched a multi-level campaign to stress the individuality of millions of Diet Coke drinkers.
Coca-Cola Israel’s ‘Stay Extraordinary’ campaign has produced over two million bottles, each with a unique wrapper. “The purpose of the campaign is to convey to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles,” said Alon Zamir, vice president of marketing for Coca-Cola Israel. “We are proud to launch such a complex, innovative and extraordinary campaign which will convey to all Diet-Coke consumers how extraordinary they are themselves.”
The bottles, available in 51oz, 17oz and 12oz sizes, are designed and printed using ‘a special algorithm’, able to create millions of different designs that were completely auto-generated, with no need for human intervention.
Soon after the campaign’s launch, the printed bottles were being advertised on eBay for as much as $200 for a collection and $15 a single bottle.
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