Dive Summary:
- Coca-Cola launched its record-breaking 'Share a Coca-Cola' personalized packaging campaign in 32 European countries.
- The campaign, which launched on May 1, sees 150 of the most popular first names, nicknames and terms of affection in each country replace the Coca-Cola logo on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero.
- For the project, 800 million high-quality personalized labels were created on HP Indigo WS6000 series Digital Presses running 24 hours per day for around three months.
From the article:
... "Packaging plays a critical role in the Share a Coca-Cola campaign because it connects the physical bottle with online communication channels, including social media and user-generated content sites," says Marit Kroon, marketing manager, Europe, Coca-Cola. "The ability to personalize such a high volume of labels with HP Indigo Digital Presses, while achieving the quality and consistency that Coca-Cola requires, opens up new possibilities for creative campaigns moving forward." ,,,
