FDBusiness.com

Coca-Cola launches biggest-ever personalized packaging campaign across Europe

 Breaking News
  • Coca-Cola HBC to Acquire Italian Water and Sparkling Beverages Company in €88 Million Deal Coca‑Cola HBC has agreed to acquire Acque Minerali, a privately-held natural mineral water and adult sparkling beverages business based in Italy. The acquisition is being made in conjunction with The Coca-Cola Company, in-line with previous similar acquisitions. The total enterprise value payable by Coca‑Cola HBC and The Coca‑Cola Company, subject to customary closing adjustments, amounts [...]...
  • Britvic Signs Up to Science Based Targets Initiative Britvic has pledged to pursue bolder greenhouse gas (GHG) emission reduction targets by signing up to the Science Based Targets initiative. Britvic joins around 600 leading companies from around the world in formally committing to independently verified science-based GHG emission reduction targets. Britvic’s A Healthier Everyday sustainability strategy recognises climate change as one of the biggest threats facing [...]...
  • Marks & Spencer Partners Infarm to Bring Urban Farming to London Stores M&S Food is partnering with infarm – one of the world’s most advanced urban farming platforms – to deliver a range of fresh produce grown and harvested in a selection of the retailer’s London stores. Customers will now find a range of fresh herbs – including Italian, Greek and Bordeaux Basils, Mint, Curly Parsley and Mountain [...]...
  • Coca-Cola European Partners to Remove 4,000 Tonnes of Single-use Plastic by Swapping Shrink Wrap For Cardboard in Western Europe Coca-Cola European Partners, will be replacing plastic shrink wrap with cardboard for its can multipacks across Western Europe, removing approximately 4,000 tonnes of single-use plastic per year across the region. This is the latest move in Coca-Cola’s commitment to tackle packaging waste and remove all unnecessary single-use plastic from its secondary packaging. Plastic shrink wrapping is used [...]...
  • EU Leading in Global Agri-food Trade The EU has been confirmed for yet another year in its position as the largest global exporter of agri-food products, with sales reaching €138 billion in 2018. Agriculture products represent a solid share of 7% of the value of EU total goods exported in 2018, ranking fourth after machinery, other manufactured goods and chemicals. Agriculture and [...]...

Coca-Cola launches biggest-ever personalized packaging campaign across Europe

May 15
09:04 2013

HP has announced a record-breaking, long-run production of personalized labels on HP Indigo WS6000 series Digital Presses for Coca-Cola’s biggest-ever personalized brand campaign.

The campaign, Share a Coca-Cola, was launched across Europe on May 1.

The campaign is designed to help Coca-Cola 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. Supported by a fully integrated marketing program to connect consumers online, the campaign reinforces Coca-Cola’s position as an innovator within the consumer retail space.

The project combined conventional printing technology with HP Indigo Digital Printing to create 800 million high-quality personalized labels.

“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.”

Maintaining productivity and quality with HP Indigo
The project was led by Peter Overbeek from 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.

“During the months of continuous printing, the HP Indigo WS6000 series Digital Presses have proven to be exceptionally reliable, achieving record productivity and press uptime of 86 percent,” says Peter Overbeek, managing director, ESHUIS. “With such a strong European network of PSPs using HP Indigo digital presses, the opportunities for brand owners like Coca-Cola are endless.”

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 portal www.shareacocacola.com 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.

“There’s a tremendous opportunity for companies like Coca-Cola to better engage their customers by making their brand and product stand out on store shelves through customized packaging,” says Alon Bar-Shany, vp and general manager, Indigo Division, HP. “The HP Indigo WS6000 series Digital Presses proved their long-run production capabilities by meeting the needs of a project of this scale on time and aligned with Coca-Cola brand standards.”

About Author

colin

colin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements