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The Coca-Cola Co unveils "millions" of Diet Coke bottle designs

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The Coca-Cola Co is to roll out millions of unique packaging designs for Diet Coke in a new marketing campaign.

Coca-Cola said no two designs are the same

Coca-Cola said no two designs are the same

The "It's Mine" activation uses new printing technology from HP that took 36 base designs and automatically created millions of new graphics. According to Coca-Cola, no two bottles are the same.

The campaign also includes the introduction of a Diet Coke 12oz glass contour bottle, available for a limited time.

The idea for the campaign came from a similar activation from Coca-Cola's Israeli unit in 2014. "Just as we've done with Share a Coke and other campaigns that originated outside the US, we continue to spot opportunities to import and scale innovative ideas to connect our brands with consumers," said Saxon Seay, associate brand manager for Diet Coke.

To kick off the programme, Coca-Cola is partnering with celebrity stylist, E! Fashion Police host Brad Goreski, to host a pop-up in New York at the start of the city's fashion week on 10 February.

The new push comes despite Coca-Cola saying it is integrating marketing for its Coke brands, under a 'One Brand' initiative. 

In 2012, Pernod Ricard lined up the release of a limited edition of its Absolut vodka brand that used 4m unique bottle designs.


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