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
ATLANTA–(BUSINESS WIRE)–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
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
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.
The Coca-Cola Company
Abby Todd, 404-676-5873