Coca-Cola of Israel has launched a multi-level campaign to stress the individuality of millions of diet drinkers.

Global chains are known for making their mass-produced wares available worldwide in uniformity (with some regional exceptions). Israeli Diet Coke drinkers, however, now have the opportunity to pick up a bottle of the sweet beverage which will look different — if only slightly — from all others.

As Coca-Coca Israel reported in a press release, their “Stay Extraordinary” campaign has produced more than 2 million bottles, each with a unique wrapper.

The company explained that the purpose of the campaign is to “convey to Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles.”

Alon Zamir, vice president of marketing for Coca-Cola Israel, added: “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.”

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