The Coca-Cola Extraordinary Collection was launched this fall in Israel as a way to make each individual consumer feel special and unique. The Coca-Cola Israel team unveiled 2 million different designs, leaving every customer with a different bottle each time. The designs ranged from graffiti-influenced to pop culture-like resemblance. Every bottle was invigorating with its prismatic and rainbow art. The collection was computer designed, set to a completely different algorithm without any human design input.
To date, you can find the Coca-Cola Extraordinary Collection on eBay retailing for $200 a case (or $15 a bottle). In addition, Diet Coke launched branded t-shirts, iPhone cases and bags simulating the unique designs from the collection.
All in all, Coca-Cola wanted to convey to each consumer that they are special and just how extraordinary they really are.