The Coca-Cola Extraordinary Collection was launched this fall in Israel as a way to make each individual consumer feel special and unique. The Coca-Cola Israel team unveiled 2 million different designs, leaving every customer with a different bottle each time. The designs ranged from graffiti-influenced to pop culture-like resemblance. Every bottle was invigorating with its prismatic and rainbow art. The collection was computer designed, set to a completely different algorithm without any human design input.
To date, you can find the Coca-Cola Extraordinary Collection on eBay retailing for $200 a case (or $15 a bottle). In addition, Diet Coke launched branded t-shirts, iPhone cases and bags simulating the unique designs from the collection.
All in all, Coca-Cola wanted to convey to each consumer that they are special and just how extraordinary they really are.
Design-Conscious Soft Drinks
The Coca-Cola Extraordinary Collection Creates Millions of Bottles
Trend Themes
1. Design-conscious Soft Drinks - The Coca-Cola Extraordinary Collection showcases the trend of personalized and unique designs in the soft drink industry, creating opportunities for companies to offer customized packaging.
2. Algorithmic Design - The computer-generated designs of the Coca-Cola Extraordinary Collection demonstrate the trend of algorithmic design in the beverage industry, opening doors for innovative automated design processes in other sectors.
3. Branded Lifestyle Products - The launch of Diet Coke branded t-shirts, iPhone cases, and bags inspired by the Extraordinary Collection reflects the trend of soft drink brands expanding into lifestyle products, providing business opportunities for products aligned with brand aesthetics.
Industry Implications
1. Soft Drink - The Coca-Cola Extraordinary Collection highlights the potential for disruptive innovation in the soft drink industry by incorporating personalized and unique designs to enhance consumer experiences.
2. Packaging - The trend of customization seen in the Coca-Cola Extraordinary Collection presents disruptive innovation opportunities in the packaging industry, where personalized designs can offer novel experiences to consumers.
3. Fashion and Accessories - The expansion of soft drink brands into lifestyle products, as demonstrated by Diet Coke's branded t-shirts, iPhone cases, and bags, opens up disruptive innovation possibilities in the fashion and accessories industry by leveraging brand aesthetics.