How did Coke do it? What can I do with it?
We tend to think that personalization is complex. Whereas variable data has gone mainstream, we are just scratching the surface of what design-driven variable data. But can you make thousands, hundreds of thousands, and millions of bottles, magazines, and specialty products, each of them unique, AUTOMATICALLY?
Yes.
And it's changing how brands interact with consumers today.
One of the main challenges the brand owners of today are facing is keeping their attention and loyalty of their audience. Social media has made the discussion between brands and their consumers more ‘face-to-face’ and the need for personal attention is clear. The biggest move a known international brand has made to address this need was the Share-a-Coke campaign, where names were printed on the coke bottles, causing the audience to look for ‘their own bottle’, without changing the product, or its packaging. This was done through the label. The power of the design on the label. And the power of digital printing allowing for this wild variety.
Having done that, the big question is “what nextâ€. How much more personal can a label, or folding carton become?
In this webinar we will look into the Diet Coke Extraordinary Campaign, where a handful of original designs was used to automatically generate 2 million unique patterns, and resulted in 2 million different bottles. Each was unique and numbered, created using HP Smartstream Mosaic.
We will review Coke’s campaign, and other examples for similar uses. We will look at the marketing possibilities and opportunities, and the step-by-step technicality of planning such a campaign.
Presented by
Hadar Peled Vaissman,
Creative Applications Manager, HP Indigo
Hadar Peled manages the Creative Applications department at HP Indigo Division. She leads a team of graphic designers and pre-press experts who design and develop graphics applications for HP Indigo, leveraging the unique capabilities of the Indigo LEP technology.
Exchanging design concepts and application ideas with print providers all over the world, Hadar's team is at the forefront of application development for digital print. Among their recent creation is the new HP SmartStream Mosaic variable design software which was the graphic engine behind the Coca Cola Extraordinary campaign, featuring over 2 million unique designs.
Prior to joining HP Indigo, Hadar served as creative and production manager for leading high-tech companies such as Comverse and Telmap. Before that she owned an independent graphic arts business.
Hadar, who grew up in the UK, loves traveling and reading while taking care of her three children.
