• by Karlene Lukovitz  @KLmarketdaily, January 29, 2016

Starting Feb. 1, for a limited time, U.S. retailers will be carrying millions of new 12-ounce glass contour bottles of Diet Coke, bearing millions of unique new graphic designs.

A select number of new designs will also be available on 7.5-ounce mini-cans, 8.5-ounce aluminum bottles, 12- and 16-ounce cans, and 500-ml and 20-ounce PET bottles.

To pull off the new marketing initiative, dubbed "It's Mine," Diet Coke partnered with HP Inc. to use its HP Indigo digital printing technology. The brand created 36 "base" designs from which HP's software generated millions of other unique graphics. 

Diet Coke used the same technology in 2014 to produce 2 million unique bottle designs for a marketing effort for Coca-Cola Israel. 

The concept, an extension of  the brand's "Get A Taste" campaign, is intended to "celebrate fans' unique, steadfast love" for the taste of Diet Coke, said Rafael Acevedo, group director, Diet Coke, Coca-Cola North America.

To drive awareness and sales of the novel bottles and cans, Diet Coke will debut a 30-second TV spot on Feb. 1, featuring "a well-dressed woman leaping through the air" to grab one of the "It's Mine" bottles, reports the brand. A second :30 spot featuring the same woman will air in late February.

The campaign will also feature a "pop-up fashion house experience" at the start of Fall/Winter New York Fashion Week (February 10-18), hosted by celebrity stylist and E! “Fashion Police” host Brad Goreski. Goreski will share his wardrobe "must-haves" for the upcoming season and offer individual attendees It's Mine Diet Coke bottles that complement their outfits. 

In addition, between Feb. 8 and March 31, Diet Coke will run a sweeps with a grand prize of $10,000's worth of wardrobe items picked by Goreski, plus a year's supply of Diet Coke. To enter, fans will share photos of themselves wearing their new looks for the season, paired with one of the It's Mine bottles, tagged with #ITSMINsweepstakes.

On social media, also starting during the first week of February, the brand will encourage fans to interact with It's Mine bottle designs via Cinemagraphs on Pinterest and Instagram and swipe-able GIFs on Twitter. 

The campaign will also include digital video and in-store, print and out-of-home advertising showcasing bottle designs.