Thought the personalised names on the Coke bottles were cool? Well then, you are in for a treat.
Diet Coke has brought its brand value to life with an ‘extraordinary collection’ of two million bottles, each with its own one-of-a-kind design. According to global reports, the concept was conceived by Coca-Cola Israel in collaboration with Gefen Team, Q Digital and HP Indigo. The marketing move was developed via a special algorithm that ensured the printing of these unique designs.
The launch of the campaign was then followed by billboard ads which were all different from the next – much like the bottles. At point-of-sale, consumers were also treated to branded gifts from phone covers to cloth bags that were printed with the same design as on their bottles. Diet Coke also launched both a TV spot, and a pop-up commercial that appeared on The Voice show during select performances.
Watch the campaign video here:
According to Coca-Cola the latest campaign resulted in a 2.1% increase in sales, 3.1% increase in brand preference, and a 2% increase in purchase intent.
Written by Prasanthi Ram