A few weeks ago I wrote about the “Share a Coke” campaign by Coca-Cola. The campaign doused Coke cans and bottles with hundreds of different names making customers feel special and independent. Now, Coca-Cola is back at it rolling out a new campaign for Diet Coke.
The “Stay Extraordinary” campaign, which has started in Israel, is designed to stress the importance of individuality. To do this, Diet Coke has manufactured 2 million individualized bottle designs. An algorithmic process guarantees that each bottle has a different design. So when you get a bottle of Diet Coke it is one-of-a-kind, personalized just for you.
Some people may think that Diet Coke is taking the idea from its competitor Dr. Pepper as they have had the slogan “Always One of a Kind” since 2012. However, I tend to disagree. I think that this campaign was just building off of the same strategies and objectives from the “Share a Coke” campaign. They both are aiming to hit our generations desire for self-expression and independence.
So how do you come off the high that Coke received from the “Share a Coke” campaign and keep moving forward? You do exactly what Coca-Cola did by creating the “Stay Extraordinary” campaign for Diet Coke. They built off of the same goals and targets but created something new and equally as creative. This genius idea by Coca-Cola Israel is going to keep boosting the brand in the direction they want to go. At this point, I don’t know what could possibly stop their dominating momentum.
Take a look at the campaign strategy here.