Branding
made personalWhen Coca-Cola Israel planned a campaign
to refresh its Sprite brand, the company decided to consult its customers.
“Our idea was to involve consumers in the brand campaign
in a wholly new way,” says Merav Dvori, category marketing manager
at Coca-Cola Israel. “For the first time, customers could design
their own product label.”
The campaign invited consumers
to visit the Refresh Your Sprite website and work with different elements
to create a can design complete with branding, barcodes and other required
information. The campaign attracted submissions from consumers from
age 10 to 60 and resulted in more than 100,000 individual can designs.
 | | | | | - Coca-Cola Israel involved its
customers in designing cans to refresh its Sprite brand.
- The
HP Indigo press ws4500 met the tight turnarounds required to print
weekly winning designs.
- The campaign resulted in submission
of more than 100,000 individual can designs, adding more power to the
Sprite brand.
| |
| |
Meeting the challenge
of innovationInvolving customers was just the start of
the Refresh Your Sprite campaign. The Coca-Cola team also wanted to
print the top designs, but the tight turnaround time and small quantities
made conventional can printing unsuitable. The team turned to HP digital
printing for the solution.
Using the HP Indigo press ws4500,
Tadbik Labels Co., of Carmiel, Israel, part of the Tadbik Group, printed
the designs on shrink sleeves rather than directly onto the can. This
enabled a seamless workflow from the online designs to the final prints.
According to Boris Demb, production planning manager at Coca-Cola
Israel:
“Tadbik and its HP Indigo digital
press
met the quality that we required as well as the
extremely
tight production deadlines.” Short
run solutionAnother challenge the HP Indigo ws4500 helped
the Coca-Cola team surmount was the short print runs the campaign required.
Each week during the four-week campaign, the public was encouraged
to visit the campaign’s website and vote for the top 100 designs.
Tadbik then printed the winning designs using the HP Indigo
ws4500. A case of 24 personalized cans was delivered to each winning
designer and a second case of 24 was displayed at a commercial center
in Tel Aviv.
While printing only 48 cans of each winning
design would have been unfeasible with conventional can printing, the
HP Indigo ws4500 handled the high-quality short runs with ease. “While
48 cans doesn’t sound like a lot, the total size of the job was
nearly 20,000 shrink sleeves,” says Oded Shany, managing director
of Tadbik Labels Co.
At the end of the campaign, a professional
panel of industry-leading judges chose six finalists. More than 1 million
cans of these winning designs were then distributed to retail outlets
around Israel.
Winning resultsCustomers
weren’t the only ones who had a chance to win with the campaign.
Tadbik entered its work on the campaign in the 2008 HP Indigo Digital
Labels and Packaging Contest and won first prize in the shrink-sleeve
category. Shany explains:
“This
campaign played to
our strengths as well as the strengths
of
the HP Indigo press ws4500.” “The
campaign was one of those jobs that is especially rewarding since the
results enjoyed such a high profile,” he adds.
For
Coca-Cola Israel, the outcome was beyond expectations. “We were
delighted with the results of the campaign in every way,” says
Dvori. “We had a target number of surfers to the website of 2.5
million and attracted about 3.5 million, which is half of the population
of Israel. We achieved fresh new looks which certainly add power to
the brand.”
|
|
