Diet Coke Prints Literally Millions of Unique Labels for New ‘It’s Mine’ Campaign

Innovative packaging stunt comes to U.S.

Headshot of Tim Nudd

Diet Coke is embarking on a fun new packaging stunt in the U.S., using HP Indigo digital printing technology to create millions of completely unique labels—in a campaign appropriately themed, "It's Mine."

Every 12-ounce glass bottle will feature a different design—no two bottles will be the same. A select number of patterns will be seen on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12-ounce and 16-ounce cans and 500-millileter and 20-ounce PET bottles.

This is also the first time Diet Coke is selling a 12-ounce glass contour bottle in the U.S.

If the packaging stunt looks familiar, that's because Diet Coke did the same thing in Israel last year. Importing a successful overseas packaging effort to the U.S. is becoming something of a tradition for Coca-Cola, whose popular "Share a Coke" campaign, with names on bottles, originated in Australia before being used here.

The campaign will be supported by advertising from CAA Marketing, including two 30-second TV spots (one is posted above), digital video, social content and in-store, print and out-of-home advertising. Check out those materials, and lots more designs, below.

"It's Mine" celebrates "the unique love Diet Coke fans have for the brand," according to a statement. "Every Diet Coke drinker is different and unique, and with millions of Diet Coke designs, fans can choose the one they feel is uniquely their own." 


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@nudd Tim Nudd is a former creative editor of Adweek.