Coloured cans in Australia. Unique bottles in israel. Neither idea has what Share a Coke has.

But, Israel’s a nice packaging story. To create the two million different bottles Coca-Coca Israel called in Tel Aviv design agency, Gefen Team, Q Digital and HP Indigo. Indigo, which was founded in Israel, helped Coke solve the equally massive production challenges around the launch of Share a Coke here in 2011.

This time, HP Indigo used a special algorithm in a new printing system, that allowed millions of designs to be completely auto-generated.

Alon Zamir, vice president of marketing for Coca-Cola Israel, stated, “We are proud to launch such a complex, innovative and extraordinary campaign which will convey to all Diet-Coke consumers how extraordinary they are themselves.”

Dunno about that, but the idea was to get across Diet Coke’s message, Stay Extraordinary.

No bottle repeats itself and every consumer holds a one of a kind bottle. Every bottle looked different from the other.

The campaign includes hundreds of billboards featuring the bottles, so every billboard looks different from the others. And there are point-of-sale stunts that sell T-shirts and other merchandise featuring specific bottle designs.

Coca-Coca Israel said there has been a 2% increase in sales since the campaign was launched.