Photo courtesy of Adweek.com
Diet Coke created unique and fun new packaging for their glass bottles for the launch of their “It’s Mine” Campaign. Every 12-ounce glass bottle will feature a different spunky design– no two bottles will be the same. Along with the new colorful packaging, this is also the first time Diet Coke is selling their 12-ounce glass contour bottles in the United States. I think this campaign is quite similar to Coca-Cola’s “Share A Coke” campaign because they are both targeting people as being their own individual. This bottle, along with the bottle with the name is supposed to encourage you to let your personality explode and express yourself through the bottle you carry of your favorite soda. The brand is trying to reach new customers who may not already purchase Diet Coke, as well as bring something new and exciting to the table for those who already do frequently purchase Diet Coke.
The brand purpose for this campaign is to encourage everyone to let their true colors show and to find the bottle that is “uniquely your own.” They are encourage you to express who you are, while also encouraging you and giving you an incentive to purchase more Diet Coke! Coca-Cola has loved the attention from their “Share A Coke” campaign and I think will love this one as well because they are constantly adding entertainment and a unique social value to their products. This new packaging simply makes it more fun to enjoy a Diet Coke. Coca-Cola also always promotes happiness, and this is just another example of them doing just that. While I know the company has to pay to create these new labels, I do think this is also a fantastic example of earned media because of all of the feedback they are getting from this campaign. Also, because others seeing these bottles (whether in the grocery store, or in someone else’s hands) makes them interested and promotes the brand immensely. This campaign is surprising because I’m not sure anyone saw it coming, as well as it is personal and that is exactly what consumers are looking for.
Another reason this campaign represents earned media is because on their website they are promoting buyers to post using the #ITSMINEsweepstakes which encourages consumers to share a photo with their “new look for the season.” Also, because this campaign is only offering these unique bottles for a limited time people are going to want to document the moment and the unique bottle that will never be made the same way again.
Here are just a few examples of Diet Coke’s earned media found on Twitter