Hoping to show that the affection fans feel for Diet Coke is truly unique, the brand is giving fans another reason to swoon over the no-calorie beverage with millions of unique package designs in an innovative new initiative called the “Diet Coke IT’S MINE” program, a continuation of the brand’s Get A Taste campaign. IT’S MINE also marks the introduction of the new Diet Coke 12oz glass contour bottle, available for a limited time. Millions of one-of-a-kind, vibrant designs featured on the bottles mean no two are the same. Like snowflakes. And Diet Coke fans of course.
To create the program, Diet Coke partnered with HP to leverage their innovative 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.
“We’re inviting fans to choose from millions of unique Diet Coke designs, selecting the one they feel is uniquely their own”
Rafael Acevedo, Group Director for Diet Coke at Coca-Cola North America, said: “The launch of the IT’S MINE program is a continued celebration of the 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.”
It's Mine
To kick off the program with fans, Diet Coke is partnering with celebrity stylist, E! “Fashion Police” host and Diet Coke fan, Brad Goreski to host an IT’S MINE pop-up fashion house experience in New York City at the start of fashion week. Fans will browse through the season’s wardrobe must-haves curated by Goreski before meeting with him one-on-one to complete their look with their very own IT’S MINE Diet Coke bottle.
From February 8 through to March 31, fans nationwide can take part in the fashion house experience by entering the IT’S MINE sweepstakes. Fans 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.
“I am excited to get the great taste of Diet Coke, now in a unique IT’S MINE design. It will be fun to see how other fans use their own IT’S MINE bottle to add the perfect pop of colour to their look” Brad Goreski
As part of the IT’S MINE program, a new 30 second TV spot titled “It’s Mine” has also been created, and debuted earlier this week. The spot dramatises the lengths fans will go to get their hands on a Diet Coke, and is a light-hearted, glamorous spot with a very fashionable vibe. A second 30 second spot featuring the “It’s Mine” heroine will air in late February.
Starting next week and through April, fans can interact with the IT’S MINE bottle designs online through Diet Coke social content, including eye-catching cinematic pins on Pinterest and interactive, swipe-able GIFs 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. Fans will be able to purchase their very own Diet Coke IT’S MINE bottle at most major retailers across the US. Unfortunately, there's no word yet whether or not the concept will make its way to the UK.
