Red and white. Red and white. Red and white. Royal purple. Shocking pink. Vivid turquoise. Hold on a second. What’s going on with Diet Coke? In a startling departure from the guidelines, Coca-Cola is offering consumers in Israel the chance to pick up their preferred variety of Coke sheathed in an entirely unique design.
According to Coke, the idea is to ‘convey to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles.’
A special algorithm is responsible for producing each variant and the number of designs possible runs into the millions. So far, 2 million have been produced and Coke’s ‘Stay Extraordinary’ campaign has spilled over onto billboards, each of which is also unique.
Whatever next? Coke goes green? Can’t see that happening anytime soon…