Recently, Coca-Cola Israel launched an fully integrated marketing campaign with the help from Gefen Team, Q Digital and HP Indigo for its sub-brand, Diet Coke. The campaign centered around the idea of “millions of one of a kind bottles.” Similar to Coca-Cola’s “Share a Coke” campaign where it created 250 unique bottle labels that feature consumers’ names, Diet Coke’s campaign created 2 million unique bottle designs. The campaign is made possible though a unique algorithm that can generate millions of designs automatically. The uniqueness of each bottle highlights the idea that each Diet Coke lover is one-of-a-kind. In addition to bottle designs, the campaign also extends to billboard ads, point-of-sale, TV, partnership, and social media marketing communications.
The campaign is successful because it not only aligns with Coca-Cola’s core values, but it also captures the essence- “stay extraordinary”- to the brand. Its marketing communications also reflect the same idea as well. The campaign’s hundreds of billboard ads each features an unique bottle design, highlighting the value of each bottle. The campaign’s point-of-sale marketing provides a more engaging interaction with each customer; the field team provide the consumers’ with branded gifts that match their design. The campaign is also very clever in choosing a topic that easily sparks and generates earned media; owning an one-of-a-kind bottle encourages consumers to showcase their designs on social media. Despite all the strengths, the campaign has a major weakness: the idea of an one-of-a-kind bottle design has been used more than once in the past, making the idea not so unique after all. In addition, because the designs are computer generated, it is very likely that some consumers would receive very similar bottle design as someone else. Ultimately, the campaign is deemed successful because it increased sales, brand preference, and purchase intent.
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