The initiative aims to give people the opportunity to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke. “Share a Coke” campaign is being technologically supported by HP Indigo digital printing.
In line with the initiative’s principal idea “Har Rishta Bola, Mere Naam Ki Coca Cola,” Coke cans and bottles are now available with 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Daughter, etc. Labels have been created in 12 languages, which are English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi. Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My teacher. My friend), Mom (Above the rest. Simply the best) Son (My devil. My angel), Sis (Supermodel. Super role model), Bro (Troublemaker. Merrymaker), Boss (Pushes me. Promotes me) and nicknames including BFF (Laughs with me. Cries with me), Bae (Bugs me. Hugs me). A total of 110 million labels will be printed digitally using an HP Indigo 20000 digital press on PET bottles through the machine installed at Huhtamaki, an HP customer based in Mumbai.
Jay Bathija, director-Colas, Coca-Cola India & Southwest Asia, says, “We are delighted to partner with HP for the Indian spin of our ‘Share A Coke’ campaign that takes a refreshing new look at relationships. This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke.”
Commenting on the campaign from HP, A. Appadurai, country manager, HP Indigo Graphics Solutions Business, India, says, “The campaign comes at a time when brands are increasingly focusing on targeted marketing campaigns to engage with customers on a personal level, and this has resulted in the rise of customization and personalization. The changing tastes of consumers in packaging of goods has the potential to chip away market share of brands as customers value packaging with a personalized touch, which adds to the overall emotional quotient of the customer. As a pioneer in changing the digital printing landscape, HP is progressively focusing on offering innovative solutions for them.”
“As brands continue to look for ways to connect with their audiences, we are seeing a growing trend of mass personalized packaging, including desktop label printing campaigns in stores. The HP Indigo 20000 opens a realm of possibilities for flexible packaging converters by enabling them to efficiently and profitably cope with changing market demands for shorter runs, more varied SKUs, and customized campaigns. HP Indigo is the only digital color printing process that matches gravure quality and is safe for primary food packaging,” says Michael Boyle, vice president – Graphics Solutions Business – Asia Pacific and Japan, HP.
Amar Chhajed, president – labeling business at Huhtamaki PPL, says, “It is an advantage to have a sound customer with us as we made this significant investment. Bringing India’s first HP Indigo 20000 should be seen as Huhtamaki’s stepping stone into digital printing. And this investment into digital comes with a much bigger commitment and confidence.”
Explaining the complexities of the Share A Coke label printing job, Chhajed adds, “The variable data printing for the job comprised of 32 relationships, 12 different languages, and five descriptors to each relationship, which sums up to 3,000 artworks getting printed simultaneously.”
‘Toast to creativity’
At Cannes Lions 2018, HP pushed the limits of its technology to demonstrate the future of engagement through print, collaborating with sculptural artist Karen Chekerdjian to produce uniquely personalized and customized labels and packaging for Moët & Chandon MCIII Champagne.
In a celebration of digitally printed packaging from design to production, HP reinvented how labels and packaging can impact in a personal and memorable way at Cannes.
Each day of the event, HP produced personalized labels and packaging for Moët & Chandon MCIII - one of France’s most premier champagnes - with the names of the daily Grand Prix campaign winners. The festival recognizes the best creatives of the year in the industry bestowing the most established and coveted awards for the creative and marketing communications industry.
The limited edition packaging is an artistic printed recreation of a six-sided gold sculpture designed by Chekerdjian, whose signature was featured on each numbered box.
HP also collaborated with Serafi, a Barcelona, Spain-based print service provider, to demonstrate the capabilities of the latest HP Indigo printing technology, including an HP Indigo 12000 digital press, new HP Indigo silver ink, and HP Indigo 6900 digital press, transforming the media and items into customized luxury pieces with silver and gold metallic effects fitting the award-winning occasion.
In addition, 300 jurors received a personalized champagne bottle, and 400 platinum pass attendees received a digitally printed box with champagne and chocolates in a “toast to creativity” containing a personalized champagne bottle and chocolates, in a box printed with an HP Indigo 12000 digital press.