Are You Extraordinary?


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.

diet-coke-algorithm-3 diet-coke-algorithm-2

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.


4 thoughts on “Are You Extraordinary?

  1. I think this a really great way for Coke to not only stay ahead of the game but to keep people drinking their products even though they are unhealthy. I agree with you that they are not too close to Dr. Pepper. This is so cool that I would drink a Diet Coke (which I don’t like) just to have a fun bottle.


  2. In a place where there is often a misconception about what “individuality” can look like I think this campaign is so powerful. Coke is showing how it can relate to cultures all across the globe and THAT is what makes them a powerhouse brand. They have also continued to make their products recognizable yet distinct to each of their campaigns. Great article and those are really, really cool bottles.


  3. kalitimmerman says:

    Those bottles are really cool! When will this campaign hit the United States? Or has it already? I would purchase a Diet Coke if it was in that bottle. Coke never ceases to come up with the most creative, unique, and innovative campaign strategies. Their ideas are definitely among the best in the industry.


  4. aes11a says:

    I love these bottles. I love almost all of the way Coke Markets. This is so creative and it will make people think that they are drinking a piece of art, and I think that his campaign will have great success just like the “share a coke” campaign. I also think that they need to bring this campaign to America ASAP.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s