Coca-Cola Israel launches campaign to celebrate the individuality of millions of diet drinkers

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2 Million Unique Packaging Designs
One of the trends in retail we’ve discussed previously is the shift towards a market of one – where the retail experience is curated for each individual customer. As a concept there are plenty of brands looking at this exciting space, including global soft drink giant; Coke. Israeli Diet Coke drinkers will have the opportunity to choose a unique bottle design, different from all others – even if only slightly.

Coca-Coca Israel’s ‘Stay Extraordinary’ campaign has produced over 2 million bottles, each designed with a unique wrapper. A packaging design algorithm was created which gave birth to the design technique … [able to] create millions of different designs that were auto-generated, with no need for human intervention. The company explained that 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.” Alon Zamir, Vice President of Marketing for Coca-Cola Israel, adds: “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”.

Soon after the campaign’s launch, the company reported, the printed bottles were being advertised on eBay for as much as $200 for a collection and $15 a single bottle.

The sentiment may be a little corny perhaps, but none-the less we salute this genuine gesture of creative packaging strategy and design – especially from a market leader like Coke.

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Dave Ansett
Creator of Brands
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