Sunday, December 14, 2014

A Multi-level campaign launched by Coca Cola Israel

Global chains are known for making their mass-produced wares available worldwide in uniformity (with some regional exceptions). Israeli Diet Coke drinkers, however, now have the opportunity to pick up a bottle of the sweet beverage which will look different — if only slightly — from all others.
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As Coca-Coca Israel reported in a press release, their “Stay Extraordinary” campaign has produced over 2 million bottles, each with a unique wrapper. The company explained that the purpose of the campaign is to “convey to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles.” Alon Zamir, Vice President of Marketing for Coca-Cola Israel, adds:
"We are proud to launch such a complex, innovative and extraordinary campaign which will convey to all Diet-Coke consumers how extraordinary they are themselves."
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The bottles are being made available in 51 oz., 17 oz. and 12 oz. sizes, for which “a special algorithm was created which gave birth to the design technique … [able to] create millions of different designs that were completely auto-generated, with no need for human intervention.” The campaign has also included a series of billboard ads, each of which, the company enthuses, is itself unique. Online support further allows Diet Coke drinkers to create cups in the styles of their chosen bottles, as well as “thousands of Diet Coke-branded products such as bags, t-shirts and iPhone covers.”
Soon after the campaign’s launch, the company reported, the printed bottles were being advertised on eBay for as much as $200 for a collection and $15 a single bottle. With local help from creative team Gefen, production and digital tech support from Q Digital and HP Indigo, and ad support from Dahaf, Diet Coke of Israel is hoping to use the campaign to “be innovative and fashionable, the exact qualities that make [the soda] so lovable for its consumers, [which] this campaign signifies this more than ever.”
As the Times of Israel reported, Coca-Cola’s recent “Share A Coke” campaign was also made possible by Israeli printing technology. The seasonal program was first launched in 2011 in Australia by local executives and ad firm Ogilvy, and caused Coke consumption among younger Australians to jump 7% during the inaugural campaign, the Wall Street Journal notes. The campaign has since spread to 80 countries, with about 5000 of the world’s most common names appearing on more than 6 million soda bottles (150 different names were represented in the U.S., and approximately 250 in Israel).
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Coca-Cola Israel has also been experimenting with various tech-led marketing projects on its own. In 2013, the branch launched their integrated Mini Me campaign, which encouraged Coke fans to compete for the prize of a miniaturized version of themselves. Applicants used an online app to recreate their physical appearances, and winners were treated to full body scans — taken in the full-service 3D print lab which Coca-Cola Israel constructed for the campaign — before receiving the results: a 3D-printed personal figurine.

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