Were you intrigued by how Coca-Cola got personal last summer when it rolled out its “Share a Coke” campaign? Now be prepared to be amazed. Diet Coke just individualized more than 2 million bottles, each with a unique design, for supermarkets, stores and restaurants as part of its “Diet Coke Extraordinary” campaign.
With help from Gefen Team, Q Digital and HP Indigo, Coca-Cola Israel recently produced an inventive and beautiful feast for the consumers’ eyes with its Diet Coke Extraordinary Collection. (In fact, HP Indigo digital print solutions helped Coke solve the enormous production challenges around the “Share a Coke” campaign, too.)
What makes this collection unique is that each bottle is wrapped in its own customized, multicolored design and color scheme. From 23 original designs, millions of variations of shrink-sleeves were created to dress the bottles from head to toe.
HP SmartStream Mosaic, a new patent-pending technology, is a dynamic personalization application. It helps users automatically generate a high number of unique graphics for embedding into a variable data job, all from a fixed number of base patterns.
Coca-Cola employed HP SmartStream Mosaic to bring Diet Coke’s tagline, “Stay Extraordinary,” to life. By making each bottle unique, consumers were able to participate in a groundbreaking leap into digital print packaging.
“Seeing the bottles moving through the production line looked like a Jackson Pollock canvas in creation,” says Doris Brown-McNally, WW Brands Business Development Manager at HP. “Besides the labels and sleeves for bottles of different sizes, the designs were also featured on T-shirts, iPhone covers, bags and collectible glasses. These elements of the campaign were printed by HP Indigo print service providers.”
Each bottle featured a tracking number that identified the specific design on its label. Through a dedicated website, customers were able to enter their specific code number to order specialty items featuring that pattern.
In addition to the personalized items printed on HP Indigo, the campaign included billboards, folding cartons and point-of-purchase (POP) signage displays also printed using HP technology including HP Scitex.
The genius of the “Share a Coke” campaign was how personalized it felt, rather than how personalized it actually was. The “Diet Coke Extraordinary” bottle execution pushed the boundaries of truly delivering an individual brand experience even further. The resulting campaign conveyed to Diet Coke lovers that they are extraordinary by creating unique, one-of-a-kind extraordinary bottles.
Working with HP SmartStream Mosaic is very simple. So be extraordinary and request your How-To Guide today. It provides step-by-step instructions, allowing you to find everything you need to know about creating your own personalized campaign.
Find out more about how HP digital printing can meet your challenges by visiting hp.com/go/discoverdigital.