First-of-its-kind Diet Coke IT’S MINE program
brings vibrant packaging to store shelves in February to celebrate
fans’ unwavering love for the great taste of Diet Coke
Millions of unique designs featured on the
12-ounce glass contour bottle – a new package for Diet Coke in the
U.S. – available for a limited time
Love comes in many forms and fashions, but the affection fans
feel for Diet Coke is truly unique. Next month, fans will have
another reason to swoon over their favorite no-calorie beverage.
For the first time ever, the great taste of Diet Coke will be
available in millions of unique package designs with the launch of
the Diet Coke IT’S MINE program. The innovative initiative, a
continuation of the brand’s Get A Taste campaign, launches February
1.
The IT’S MINE program also marks another first for the U.S.
brand’s history – the introduction of the Diet Coke 12-oz. glass
contour bottle, available for a limited time. Millions of
one-of-a-kind, vibrant designs featured on the bottles mean no two
are the same – just like the fans who enjoy Diet Coke.
“The launch of the IT’S MINE program is a continued celebration
of our fans’ unique, steadfast love for the delicious taste of Diet
Coke,” said Rafael Acevedo, Group Director, Diet Coke, Coca-Cola
North America. “Through a robust, integrated national program,
we’re inviting fans to choose from millions of unique Diet Coke
designs, selecting the one they feel is uniquely their own.”
Diet Coke partnered with HP Inc. to leverage their innovative HP
Indigo digital printing technology as part of design development
and bottle production. First, Diet Coke created 36 ‘base’ designs
inspired by the bubbles, fizz, taste and spirit of Diet Coke. Then,
through HP’s software, the base designs were used to automatically
create millions of entirely new graphics.
Fans can purchase their very own Diet Coke IT’S MINE bottle,
while supplies last, at major retailers across the country. In
addition to the Diet Coke 12-oz. glass bottles, a select number of
patterns will also be available on 7.5-oz. mini-cans, 8.5-oz.
aluminum bottles, 12-oz. and 16-oz. cans and 500 mL and 20-oz. PET
bottles.
To kick off the program with fans, Diet Coke is partnering with
celebrity stylist, E! “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. Goreski will share his
must-haves for the upcoming season and give fans that splash of
color they love at micro-styling appointments. Fans will browse
through the season’s wardrobe must-haves curated by Goreski before
meeting with him one-on-one to complete their look with the
ultimate must-have accessory – their very own IT’S MINE Diet Coke
bottle.
“I am excited to get the great taste of Diet Coke, now in a
unique IT’S MINE design,” said Goreski. “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.”
From February 8 through March 31, fans nationwide can take part
in the fashion house experience by entering the IT’S MINE
sweepstakes. Fans who share a photo of their new look for the
season, paired with their IT’S MINE Diet Coke, and use 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 TV spot titled “It’s
Mine” will debut February 1. The spot is a celebration of the love
Diet Coke drinkers have for their favorite no-calorie beverage, and
it dramatizes the lengths fans will go to get their hands on a Diet
Coke.
The light-hearted, glamorous commercial features a well-dressed
woman leaping through the air to grab an IT’S MINE bottle. A
second :30 spot featuring the “It’s Mine” heroine will air in late
February.
Starting next week and through April, fans can interact with the
IT’S MINE bottle designs online 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
advertising showcasing several bottle designs.
For more information on IT’S MINE, visit
www.coca-colacompany.com/DietCokeITSMINE.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's
largest beverage company, refreshing consumers with more than 500
sparkling and still brands. Led by Coca-Cola, one of the
world's most valuable and recognizable brands, our Company's
portfolio features 20 billion-dollar brands including Diet Coke,
Fanta, Sprite, Coca-Cola Zero, vitaminwater,
Powerade, Minute Maid, Simply, Georgia and Del Valle.
Globally, we are the No. 1 provider of sparkling beverages,
ready-to-drink coffees, and juices and juice drinks. Through the
world's largest beverage distribution system, consumers in more
than 200 countries enjoy our beverages at a rate of 1.9 billion
servings a day. With an enduring commitment to building sustainable
communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a
safe, inclusive work environment for our associates, and enhance
the economic development of the communities where we operate.
Together with our bottling partners, we rank among the world's top
10 private employers with more than 700,000 system associates. For
more information, visit Coca-Cola Journey at
www.coca-colacompany.com, follow us on Twitter
at twitter.com/CocaColaCo, visit our blog,
Coca-Cola Unbottled, at www.coca-colablog.com or
find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
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version on businesswire.com: http://www.businesswire.com/news/home/20160127006068/en/
The Coca-Cola CompanyAbby Todd,
404-676-5873atodd@coca-cola.com
Coca Cola (NYSE:KO)
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