Similar to Coca-Cola releasing cans with over 250 names in their "Share a Coke" campaign, Diet Coke is following suit. The new campaign uses an algorithm to auto-generate new designs for each and every Diet Coke bottle off of the line.

You thought Coca-Cola was getting personal when it rolled out 250 bottle labels featuring people's first names. Well, Diet Coke just went and individualized 2 million bottle designs.
Coca-Coca Israel created the campaign, with help from Gefen Team, Q Digital and HP Indigo. (In fact, it was Indigo, which was founded in Israel, that helped Coke solve the enormous production challenges around the "Share a Coke" campaign when it first rolled out in Australia in 2011.) For the Diet Coke project—which echoes a similar stunt by Absolut in 2012—a special algorithm led to a unique design technique that allowed millions of designs to be completely auto-generated.
The resulting product conveys to "Diet Coke lovers that they are extraordinary by creating unique one-of-a-kind extraordinary bottles," said Alon Zamir, vp of marketing for Coca-Cola Israel. (Dr Pepper, whose whole campaign is built around being one of a kind, is going to be pissed about this.)

Read more from the source: AdWeek