Dive Brief:
- Coca-Cola Israel is bottling Diet Coke in 2 million unique and individualized bottles.
- The bottler teamed with Gefen Team, Q Digital, and HP Indigo to create an algorithm-driven system in which each bottle on the production line received a unique design.
- The bottler is marketing the soft drinks through point-of-sale and billboard ads that also featured unique, auto-generated images.
Dive Insight:
These new Diet Coke bottles represent a step up from the Share-a-Coke marketing campaign that Coca-Cola has been rolling out in markets across the globe since 2011. Under that program, consumers get a bottle with their name on it.
Still, there is something being lost as Coke dives deeper into individualization. It was the recognition of the power of uniformity that turned the Coke bottle into an icon. Or, as Andy Warhol, the man who celebrated that icon as art, said: "All the Cokes are the same and all the Cokes are good."