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Examples of personalized packaging campaigns
Share a Coke by Coca-Cola
Coca-Cola's Share a Coke campaign was first launched in Australia in 2013, and it is
still going on. The campaign has engaged directly with consumers in more than 100 countries. For the campaign, Coca-Cola replaced its logo on all bottles with 150 of the most popular first names, nicknames, and terms of affection in each country. Consumers then visit cokestore.com to create and personalize virtual cans on the website to send to Facebook and even order the customized bottles.
Coca-Cola partnered with Hewlett-Packard (HP) to create 800 million personalized labels using conventional printing technology with HP Indigo Digital Printing. Thanks to the campaign, the slogan “Share a Coke” had a strong call to action and convinced people to buy and share a coke. Coca-Cola sales grew more than 19% in the first year of the campaign.
OREO Colorfilled by Mondelez
The OREO Colorfilled initiative was launched in November 2015. Using a desktop or mobile platform, customers choose a black and white design that can be colored online or custom colored with markers that are home delivered. The price of each custom Colorfilled pack was $15, including $5 nationwide shipping for each order.


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