Coca-Cola Unveils Its Mine Unique-Graphics Diet Coke Promotion

ATLANTA -- The Coca-Cola Co. is rolling out a promotional program for Diet Coke. Called "It's Mine," it features a new 12-fl.oz. glass contour bottle and millions of one-of-a-kind graphic designs, and got under way on Feb. 1.

The company explains that Diet Coke partnered with HP Inc. to employ the latter's novel Indigo digital printing technology in design development and bottle production. Diet Coke initially created 36 "base" designs, said to be inspired by the bubbles, fizz, taste and spirit of the popular zero-calorie beverage. HP software then was used to create and print millions of one-of-a-kind graphic designs from those base images. They appear on a 12-fl.oz. contour bottle that's making its debut in the United States for a limited time.

During the promotion, which runs through March 31, 2016, Diet Coke enthusiasts can purchase their own unique Diet Coke "It's Mine" bottle, while supplies last. They'll be available from major retailers across the country. In addition to the one-off bottle labels, a selection of the patterns will appear on the brand's 7.5-fl.oz. mini-cans, 8.5-fl.oz. aluminum bottles, 12-fl.oz. and 16-fl.oz. cans and 500 mL and 20-fl.oz. PET bottles.

To kick off the program, Diet Coke teamed up with celebrity stylist, E! Entertainment Television's Fashion Police host (and Diet Coke fan) Brad Goreski, to host an It's Mine pop-up fashion house experience in New York City at the start of fashion week (Feb. 7-10). "It will be fun to see how other fans use their own 'It's Mine' bottle to add the perfect pop of color to their look," Goreski said.

That fashion-house experience underlies an "It's Mine" sweepstakes. Fans who share a photo of their new look for the season, paired with their "It's Mine" Diet Coke package, and post it by using 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.

As part of the "It's Mine" program, a new 30-second TV spot titled (reasonably enough) "It's Mine," kicked off on Feb. 1. The spot celebrates Diet Coke drinkers' love for the beverage, and dramatizes the lengths to which they'll go to procure it. The video features a well-dressed woman leaping through the air to grab an "It's Mine" bottle. A second 30-second spot, also featuring the "It's Mine" heroine, will air in late February.

Now available and extending through April is a service through which fans can interact online with the "It's Mine" bottle designs 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 ads that showcase several bottle designs.

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