No Two Diet Coke Bottles Will Look the Same for Coke's 'It's Mine' Campaign
Malika Renee Butss — February 9, 2016 — Marketing
References: fastcodesign & chiclaunches
Coca-Cola is rolling out millions of new Diet Coke bottles which will turn the iconic soda into a custom piece of art. Outfitted for the pop brand's 'It's Mine' campaign, no two bottles will look alike.
With diet soda sales going down, Coca-Cola is tapping into the market of personalization and customization. Following its very successful 'Share a Coke' campaign, the brand has hired an external marketing firm to create 36 core designs that adorn the 12 ounce Diet Coke bottles. Many were physical pieces of art which Coca-Cola then passed to HP, who digitized the designs and set up an algorithm that could generate infinite new variations in each design.
These new designs portray an abstract aesthetic while still capturing specific brand touchpoints.
With diet soda sales going down, Coca-Cola is tapping into the market of personalization and customization. Following its very successful 'Share a Coke' campaign, the brand has hired an external marketing firm to create 36 core designs that adorn the 12 ounce Diet Coke bottles. Many were physical pieces of art which Coca-Cola then passed to HP, who digitized the designs and set up an algorithm that could generate infinite new variations in each design.
These new designs portray an abstract aesthetic while still capturing specific brand touchpoints.
Trend Themes
1. Customized Packaging - Companies can leverage packaging as a canvas for custom pieces of art and cultivates customers' interest in seeking out unique items.
2. Personalization Marketing - Utilizing personalization campaigns can create an emotional connection to products while increasing customer engagement and interest.
3. Algorithms for Design - Automated design processes via algorithms can generate infinitely variable designs at a low cost while maintaining brand authenticity.
Industry Implications
1. Beverage - Innovative packaging and personalization campaigns can increase interest in a stagnant market of carbonated drinks.
2. Marketing - Marketing companies have an opportunity to create unique campaigns through user-generated designs based on customer preferences.
3. Printing and Design - Digital printing and design companies can create custom pieces of physical art to include in packaging and merchandise, using automated processes to produce variations in limited-run merchandise.
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