Diet Coke Banks on the Power of Packaging

Package design is a powerful driver of a product’s success or failure. Advertising, distribution and pricing are no longer enough to give beverage brands a competitive advantage. To win in the beverage aisle, brands must make creative package design their No. 1 priority and use it to strengthen consumer perceptions and convert more purchases at shelf.

On Feb. 1, Coca-Cola rolled out its new Diet Coke IT’S MINE program that is a continuation of the brand’s Get A Taste campaign. The IT’S MINE program also marks another first for the U.S. brand’s history—the introduction of the Diet Coke 12-ounce glass contour bottle, available for a limited time. Millions of one-of-a-kind, vibrant designs featured on the bottles mean no two are the same—just like the fans who enjoy Diet Coke.

Diet Coke partnered with HP Inc., to leverage their innovative HP Indigo digital printing technology as part of design development and bottle production. First, Diet Coke created 36 ‘base’ designs inspired by the bubbles, fizz, taste and spirit of Diet Coke. Then, through HP’s software, the base designs were used to automatically create millions of entirely new graphics. In addition to the Diet Coke 12-ounce glass bottles, a select number of patterns also will be available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12-ounce and 16- ounce cans and 500 mL and 20-ounce PET bottles.

“The launch of the IT’S MINE program is a continued celebration of our fans’ unique, steadfast love for the delicious taste of Diet Coke," said Rafael Acevedo, Group Director, Diet Coke, Coca-Cola North America. “Through a robust, integrated national program, we’re inviting fans to choose from millions of unique Diet Coke designs, selecting the one they feel is uniquely their own."

And while the marketing minds at Coke are banking on the packaging success, they also realize the power of consumer engagement through other media. From Feb. 8 through March 31, fans nationwide can take part in the fashion house experience by entering the IT’S MINE sweepstakes. Fans who share a photo of their new look for the season, paired with their IT’S MINE Diet Coke, and use the hashtag #ITSMINEsweepstakes will be entered for a chance to win $10,000 worth of wardrobe must-haves hand-picked by Goreski, plus a year’s supply of Diet Coke.

Additionally, a new 30-second TV spot titled “It’s Mine" debuted Feb. 1 that dramatizes the lengths fans will go to get their hands on a Diet Coke. Starting next week and through April, fans can interact with the IT’S MINE bottle designs online through Diet Coke social content, including eye-catching cinematic pins on Pinterest and interactive, swipe-able GIFs on Twitter. The Diet Coke IT’S MINE program also includes digital video and in-store, print and out-of-home advertising showcasing several bottle designs.