Posts tagged: Coca Cola

First Name Fever: Why “Share a Coke” in Europe Is a Big Win for Color Digital in Labels

Bob Leahey
 May 22, 2013

This month consumers in Europe are beginning to see Coca Cola bottles on retail shelves labeled in a new way. Each bottle has the brand’s familiar swoosh graphic and red and white colors, but with iconic brand name reduced or cut out entirely. Instead, the words “Coca Cola” on the bottle have been mostly replaced by one of 150 most popular first names in the country where the drink is sold. HP Indigo WS6600s are printing all the names, essentially a giant exercise in versioning–over 800 million labels will be used between now and the end of Q3. Special kiosks will be on tour in the region so consumers can personalize their own Coca-Cola bottles. Coca Cola is also enlisting social media, first by encouraging Facebook users to create a virtual personalized Coke can to share with someone, and then look for their own names on bottles in stores. The deal is historic, not just because it’s for Coca Cola, but because it likely is, in effect, the biggest color digital label print job ever.

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