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ATLANTA — For the first time, Diet Coke will be available in millions of unique package designs with the launch of the "IT'S MINE" program. The initiative is a continuation of the brand's "Get A Taste" campaign and launches Feb. 1.
IT'S MINE also includes another first for the brand: the introduction of the Diet Coke 12-ounce glass contour bottle, available for a limited time. The millions of one-of-a-kind, vibrant designs featured on the bottles mean no two are the same, just like Diet Coke's fans, the company said.
"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 the 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 own Diet Coke IT'S MINE bottle at major retailers across the United States, while supplies last.
In addition to the 12-ounce glass bottles, a select number of patterns will be available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12-ounce and 16-ounce cans, and 500-milliliter and 20-ounce PET bottles.
To kick off the program, Diet Coke is teaming up 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. Fans can 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 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 Feb. 8 through March 31, fans nationwide can also enter the IT'S MINE sweepstakes by sharing a photo of their new look for the season online, paired with their IT'S MINE Diet Coke and using the hashtag #ITSMINEsweepstakes. They will be entered for the chance to win $10,000 worth of wardrobe must-haves hand-picked by Goreski, plus a year's supply of Diet Coke.
To support the program, a 30-second TV spot titled "It's Mine" will debut Feb. 1. that features a well-dressed woman leaping through the air to grab an IT'S MINE bottle as a dramatization of the lengths fans will go to get their hands on a Diet Coke.
From February through April, fans can interact with the IT'S MINE bottle designs online through Diet Coke social content, including cinematic pins on Pinterest and interactive, swipeable GIFs on Twitter. The Diet Coke IT'S MINE program includes digital video and in-store, print and out-of-home advertising showcasing several bottle designs, too.