Information technology solutions provider Hewlett-Packard (HP) has announced its long-run production of personalised labels on HP Indigo WS6000 series Digital Presses for Coca-Cola’s ‘Share a Coca-Cola’ campaign.
The campaign has been designed to help Coca-Cola engage with its consumers in 32 countries directly.
Share a Coca-Cola substitutes the company’s 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 endearment in each country.
According to HP, the project combined printing technology with HP Indigo Digital Printing to create 800 million personalised labels for the beverage company.
Coca-Cola Europe marketing manager Marit Kroon said packaging connects the physical bottle with online communication channels, including social media and user-generated content sites, and plays a major role in the campaign.
"The ability to personalise such a high volume of labels with HP Indigo Digital Presses, while achieving the quality and consistency that Coca-Cola requires, opens up new possibilities for creative campaigns moving forward," Kroon said.
Led by Peter Overbeek from ESHUIS, a label converter based in the Netherlands, the project consisted of eight label converters across Europe which coordinated the labels production on 12 HP Indigo presses.
Initially the static content on the labels was printed on a 38-micron BOPP wraparound material and later on personalised with the names using HP presses.
HP Indigo formulated Coca-Cola red ink, in order to ensure the Coca-Cola brand colour was maintained across all machines.
HP Indigo Division vice president and general manager Alon Bar-Shany 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."
Image: The project combined printing technology with HP Indigo Digital Printing to create 800 million personalised labels for Coca-Cola. Photo: Courtesy of Autiger