One of the most memorable label promotions of the last several years was 2014's "Share a Coke" campaign. The label promotion pasted thousands of first names and other identifiers on the labels of Coke and Diet Coke products, encouraging customers to interact with the containers on social media. Whether people found the can that matched their own name, or encountered ironic combinations ("Share a Coke with Brad" / "Share a Coke with Angelina"), the ubiquitous campaign took on a life of its own.
Since then, Scottish soft drink manufacturer Irn-Bru has embraced a similar promotion where packaging sports familial tartans and some of the most popular last names in Scotland. Coca-Cola's blueprint for engagement is one that's bound to be emulated in the future because it got customers talking. When your company designs a custom label strategy, generating conversations around your brand is essential to succeeding in a competitive marketplace.
"We intentionally seeded the campaign with opinion leaders and influencers to get them to them lead the conversation and encourage others to seek out "Share a Coke" for themselves," said Jeremy Rudge, creative excellence lead for Coca-Cola. "Celebrities were picking up the bottles and talking about them without any formal connection to us. Pretty much immediately, we knew we were on to something."
For a company the size of Coca Cola, creative labeling was a means of refreshing a corporate image that already had a high level of visibility. For smaller companies, creative labeling could help put products on the map. Consider holding a brainstorm among company leadership to determine what custom label printing strategy can generate the most relevant and popular conversations around your business and its products.