Coca-Cola produces 800m personalised labels for Share a Coca-Cola campaign
_____________________________________________________________________
Some 800 million high-quality personalized labels were produced on HP Indigo WS6000 series Digital Presses for Coca-Cola’s biggest-ever personalized brand campaign - Share a Coca-Cola – which was launched across Europe last month.
The project was led by ESHUIS, a label converter based in Dalfsen, Netherlands. It consisted of eight label converters across Europe who coordinated production of the personalized labels on 12 HP Indigo WS6000 series Digital Presses. The presses ran 24 hours per day for approximately three months to produce almost 800 million labels, the largest job on record for the HP Indigo WS6000 series Digital Presses.
The campaign is designed to help Coca-Cola to engage directly with its consumers in 32 countries. It substitutes the iconic Coca-Cola logo on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero with 150 of the most popular first names, nicknames and terms of affection in each country and is supported by a fully integrated marketing program to connect consumers online.
“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.”
The static content on the labels for this project was first printed conventionally on a 38-micron BOPP wraparound material and then personalized with the names using HP Indigo WS6000 series Digital Presses. All of the HP Indigo Digital Presses used for this project were set to the same configuration and settings for complete alignment and consistency during production.
______________________________________________________________________
Additionally, to ensure the Coca-Cola brand color was maintained across all machines, HP Indigo formulated the Coca-Cola Red Ink. This ink served as the benchmark for all of the conventional and digital printing for the Share a Coca-Cola campaign. It also will serve as the reference color for Coca-Cola in the future.
Along with the physical Coca-Cola packages, the Share a Coca-Cola portal provides a platform for consumers to experience the Share a Coca-Cola campaign virtually with friends and family across the world. Consumers can use the website to create and personalize virtual cans to send to Facebook friends. They also can share content and find out about local Coca-Cola events.
article credit: http://www.graphicdisplayworld.com
No comments:
Post a Comment