Is it time for packaging to get personal?

Personalized packaging used to be exclusive to luxury brands and high-end gifts, but today mass consumer-friendly brands like Coca-Cola are getting personal with their customers, as we see with the Coca-Cola “Share a Coke” campaign.

The 2015 campaign wrapped up in September, and Coca-Cola noted a 2.5 percent increase in sales, all attributed to the “Share a Coke” campaign. Beginning in 2014, Coca-Cola created and designed Coke cans with common names and phrases such as “Chris,” “Friends” and “Class of 2015.” As reported in Adweek, Coca-Cola also earned more than 1.14 billion impressions across social media.

The success of this campaign, as well as similar drives by Snickers “You’re Not You When You’re Hungry” campaign and Bud Light’s NFL-themed cans initiative for this football season, showed the packaging industry that personalizing products for your audience is possible outside of the luxury sector. Not only that, but they are also hugely popular and create buzz for brands.

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