Personalized wrap-around labels
This is a case of how personalized packaging translates to memorable consumer experiences and improved share of voice and recall for brands. Supporting the extension of the ‘Share a Coke’ campaign in India, over 3 lakh personalized wrap around labels were developed in collaboration with Coca-Cola and our Digital Press team, making it the most complex brand engagement campaign supported through packaging – Think proofing lakhs of artwork designs!
Instead of names, the ‘Share a Coke’ bottles feature relationships along with a unique descriptor for each relationship. For example, “Dad – My hero. My ATM” or “Grandma – Scolds me. Spoils me” to draw instant connections and shareability among Coke’s Indian fans. Keeping in mind that Indian consumers are a passionate & emotional audience and express their feelings more overtly, the labels call out unique relationships in 12 different regional languages to further personalize and increase shareability! This local appeal helped to boost unique word and brand engagement.