Since 2012, Diet Coke’s message has been "Stay Extraordinary".

We found that this message was never communicated in any other way except from the brand’s slogan.

We wanted to do more than just to make our consumers feel extraordinary.

To demonstrate the “Stay Extraordinary” message to our consumers, we were looking for a really innovative way to create a real interaction between them and the brand.

To make this happen, we came with an innovative marketing move, one that has never been done before - printing 2 million one-of-a-kind designs, no one like the other.

The greatest challenge we solved in this campaign to combine uniqueness and personalization with mass production.

During the extraordinary campaign, Diet Coke saw a 3% increase in brand preference and a 2.1% increase in sales showed.

Online media created a huge buzz as well and the campaign was covered by more than 500 websites!

We developed an algorithm that thinks like a designer.

It was a real challenge to define 40 design themes, not knowing what the algorithm will do with them, and how well it will preserve our intended design themes.

Our themes were inspired by different references observing nature, fashion, modern art and was defined by differentiating the geometry, color, symmetry and composition which the algorithm then would apply its own chaotic decisions to make every design one of a kind. Over 2 million bottles were produced by the new and unique design method.

During the airing of the Extraordinary campaign, we achieved a 3% increase in brand preference and a 2.1% increase in sales.

Online media created a huge buzz as well and the campaign was covered by more than 500 websites!

The online creative blog - Adweek wrote about the campaign - "Diet Coke Prints 2 Million Unique Labels in Latest Stroke of Packaging Genius, Individualized design on steroids"