Hasta La Creative!

You thought Coca-Cola was getting personal when it rolled out 250 bottle labels featuring people’s first names. Well, Diet Coke just went and individualized 2 million bottle designs.

Coca-Coca Israel created the campaign, with help from Gefen Team, Q Digital and HP Indigo. (In fact, it was Indigo, which was founded in Israel, that helped Coke solve the enormous production challenges around the “Shake a Coke” campaign when it first rolled out in Australia in 2011.) 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 resulting product conveys to “to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles,” said Alon Zamir, vp of marketing for Coca-Cola Israel. (Dr Pepper, whose whole campaign is built around being one of a kind, is going to be pissed about this.)

The concept nicely extended to the ad campaign, which featured hundreds of uniquely designed billboards, as well as point-of-sale stunts that sold T-shirts and other merchandise featuring your specific bottle design.

The genius of “Share a Coke,” of course, was how personalized it felt, rather than how personalized it actually was. (Your first name isn’t exactly unique, after all—and if it is, it wasn’t on a Coke bottle.) Still, the Diet Coke idea is a conceptual and executional triumph—the designs look fantastic, on top of it all—and a brilliant stunt, even if it won’t generate the same level of buzz.

Check out more images below, along with a case study video showing the process.

Via PSFK.