After last summer’s success, Coca-Cola is back with the ‘Share a Coke’ campaign, and this time the company claims to be reaching 80% of consumers’ names with its digitally printed labels.
The significance for digital label printing of the massive Coke campaign can’t be underestimated as the project has alerted design agencies and brands to the capabilities of digital technology and pushed the boundaries. It proved that the quality and stability is there, and enabled Coca-Cola to connect with its customers on an unprecedented level.
According to The Grocer, the 2014 campaign will see 1,000 different names printed on bottles of Coke, Coke Zero and Diet Coke with cans having terms such as mate and bestie printed on them. A number of other brand initiatives will also be unveiled.
Social media marketing has already kicked off with the first ad now running on Facebook building up the ‘brand love’ ready for the TV campaign to launch next month.
Last year’s campaign was printed by a network of label printers throughout Europe on HP Indigo WS6000 series digital presses and created what has been called a ‘watershed’ moment in digital printing. See Digital Labels & Packaging’s July 2013 issue.
Gregory Bentley, packaging innovator R&D Europe, explained that the company is back with the same technical solution as in 2013, but further pushing the ability and benefits of digital printing. He said, ‘The conventional and digital network of printers have, yet again, done a fantastic job to deliver these labels to our bottlers in time and for this I am extremely grateful. Now even more people can Share a Coke thanks to the combined efforts of suppliers, and conventional and digital printing processes.’
