HP enhances Coca-Cola’s campaign across Europe

29th May 2013 | By Mouseworld Now Correspondent |

New Delhi, India, May 29, 2013: HP today released its 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.

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.

Alon Bar-Shany, Vice President and General Manager, Indigo Division, HP, said, “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. 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.”

 

© Mouseworld Now News Service

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