Dive Brief:
- Coca-Cola created 800 million personalized labels as part of a "Share a Coca-Cola" marketing initiative.
- The effort required the use of eight label convertors, running 12 digital presses, 24 hours a day, for three months, in multiple countries.
- The program replaced the typical Coke labels with popular first names and terms of affection in individual countries and languages.
Dive Insight:
Back in 1971 when Coca-Cola debuted its "I'd like to buy the world a Coke" campaign, it became an instant classic among TV commercials. Little did we know that Coke apparently planned to do exactly that—and to label each bottle accordingly.