In what AdWeek is calling "a stroke of marketing genius," Diet Coke has printed 2 million unique, one-off bottle label designs, meant to evoke a sense of individuality among consumers.
The campaign was masterminded by executives at Coca-Cola's Israel division and is currently underway in that country. Vice President of Marketing Alon Zamir tells the media that he wanted to communicate to "Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles."
When the Diet Coke Israel team decided to create a bespoke experience for 2 million Coca-Cola drinkers, they developed an algorithm that could automatically generate hundreds upon hundreds of individual label looks. By harnessing the power of technology, they achieved individualized design on a mass scale. A corresponding ad campaign gave consumers the opportunity to obtain bags, t-shirts, iPhone covers, mugs and other items printed with their particular bottle's packaging illustration.
Perhaps the greatest achievement of this campaign: Although each packaging design is different, together they create a cohesive look and experience that serves to reinforce the Diet Coke brand.
According to Fast Company, Diet Coke created the labels using HP Indigo printing technology. All selections from Reich Paper's Shine digital paper series are certified for use on HP Indigo digital presses, making them ideal for all of your commercial packaging needs. Our CT Clear Digital HP 30#, a high-end and elegant vellum option, is also certified.
The Savoy Brilliant White Digital HP 118# Cover and Natural White Digital HP 118# Cover are too thick to officially qualify for HP certification, however both print beautifully with HP Indigo technology.
For all of your labeling and packaging needs, rely on Reich Paper.