In 2014, Coca-Cola (USA) rolled out 250 bottle labels featuring people’s first names. The “Share a Coke” campaign originally started in Australia in 2011 before spreading to 80 countries.
The genius of the “Share a Coke” campaign may have come to an end, but now some consumers can further embrace their individuality through the Coca-Cola they consume. Diet Coke just got more personal by individualizing 2 million bottle designs.
With the help of the Gefen Team, Q Digital and HP Indigo, Coca-Cola Israel created the campaign. For the Diet Coke project, a special algorithm led to a unique design technique that allowed millions of designs to be completely auto-generated. The idea is backed by the idea that Diet Coke enthusiasts are unique and deserve a one-of-a-kind bottle.
Soon after the campaign’s launch, the company reported, the printed bottles were being advertised on eBay for as much as $200 for a collection and $15 for a single bottle.
The concept complimented the ad campaign, which featured hundreds of uniquely designed billboards, as well as point-of-sale stunts that sold T-shirts, as well as other merchandise featuring specific bottle designs.
Coca-Cola Israel has also been experimenting with various tech-led marketing projects on its own. In 2013, the branch launched their integrated Mini Me campaign, which encouraged Coke fans to compete for the prize of a miniaturized version of themselves. Applicants used an online app to recreate their physical appearances, and winners were treated to full body scans — taken in the full-service 3D print lab which Coca-Cola Israel constructed for the campaign — before receiving the results: a 3D-printed personal figurine.
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