Diet Coke is taking individuality to the next level with its new “It’s Mine” packaging campaign. Using HP Indigo digital printing technology, the brand is creating millions of unique labels for its glass bottles.
“HP is reinventing printing with technologies, like HP SmartStream Mosaic Software, enabling leading brands, like Diet Coke, to reinvent traditional packaging into unique pieces of art not once possible,” said Gary Bernier, strategic business and brand development manager at HP, in a press release.
Every glass bottle will feature a different design with select patterns available on the mini-cans as well. CAA Marketing will be supporting the campaign with two 30-second TV spots, digital video, social content and other advertising avenues.
“’It’s Mine’ is about the pursuit of a Diet Coke fan’s ultimate object of desire—Diet Coke,” said Kate Santore, senior manager of integrated marketing communications, Coca-Cola North America, in a press release. “These bottles make your favorite beverage even more special—every bottle is completely unique, which means a fan can now own a piece of the brand no one else in the world owns.”
Check out the TV commercial below featuring a cover of Queen’s “I Want It All” for more unique designs:
