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Coca-Cola’s ‘Share a Coke’ campaign showcases digital potential
Wednesday, 11th December 2013

To showcase digital printing’s true potential in the consumer market, Ran highlights Coca-Cola's recent personalised 'Share a Coke' campaign.
 
Piloted in Australia, then rolled out in 33 European countries and 14 different languages, the project required the use of HP Indigo digital technology and wide-web gravure and flexo printing to capture 150 most common names in each chosen country. These were then printed on to standard bottles and exclusively displayed at major retail outlets during the campaign.
 
‘Using five separate alphabets, requiring a uniform design and colour scheme, 'Share A Coke' was an ambitious undertaking,’ remarks Ran. ‘Since a large amount of personalisation was needed for each market, collaboration was required to meet the sheer volume of printing required.’
 
The labels were printed on 38µm film using web-fed HP Indigo WS6000 or 6600 digital presses for the variable data printing, guaranteeing consistency across the board. Multi-colour static areas were printed on wide-web gravure or flexo and then sent to digital print houses, which printed the personalised names and sent them back for varnishing.
 
In total, ten conventional printers and eight digital label converters from across Europe were selected for the project.
 
‘According to retail figures, sales of Coca-Cola rose by five percent during the original Australian promotion. The results of the European campaign (still to be published) are expected to exceed this sum,’ relates Ran. ‘This project truly highlights the flexibility of digital printing and its potential to create unique marketing opportunities. It has certainly sparked the interest of many other global brand owners wishing to push the boundaries in design to stimulate consumer appeal.’


HP Coca-Cola



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