Hat tip to Labels and Labelling Magazine for their exclusive on this story which may be one of the biggest digital labelling projects ever.
By pre printing the labels in high volume in ‘Coca-Cola red’ using conventional flexo and gravure, costs were able to be kept to a minimum whilst adding the benefit of variable names using digital labelling as a 2nd over print process on 800 Million labels!
The promotion is described on the Coca-Cola “Share a Coke” promotion page
The Magazine reports ” Coca-Cola has revolutionized the world of promotional marketing with the launch of a project which saw many millions of labels printed with customized data by a network of digital and conventional printers across Europe.
The project saw Coca-Cola marketing departments in more than 30 European countries supplying the 150 most popular local names, together with a range of slogans based around sharing Coca-Cola with friends and family.
The names were printed randomly on labels for 0.5L and 375ml bottles of Coca-Cola regular®, Coca-Cola zero® and Coca-Cola light™.”
All in all, a huge step forward for digital labelling as Coca Cola has taken the lead in demonstrating how mass market customisation can be done.
The labels are hitting the shelves now. I hope they release the sales figures later this year to demonstrate that they have sold significantly more product for this effort!
In the meantime, mine’s a Coke! 🙂