The Coca-Cola Company, the most recognized brand name in the world, has a long tradition of marketing campaigns that capture attention worldwide. This summer is no different and with the release of the "Share a Coke" campaign in the United States, the company has made drinking a Coke, Diet Coke or Coke Zero even more personal.
Hitting the shelves now, consumers can find their own name printed on individual 20 ounces bottles. With hundreds of different names being used, consumers can find their own name or share a personalized bottle with a friend. Coke contracted with Innovative Labeling Solutions, ILS, in Hamilton to lead and coordinate efforts to launch this unprecedented marketing event.
“As the lead label partner, ILS was able to work directly with Coca-Cola through the development, coordination and printing of a multitude of label variations within a relatively short period of time," said Chief Operating Officer Preston Bowles.
ILS was selected to lead the label production for the Share A Coke project in late October 2013 and managed the printing of millions of labels with 6 other print facilities throughout the United States. As the lead, ILS was responsible for validating the production process, training printers, managing graphics files for all printers, driving the 10-week production process, coordinating data, communication between printers, and quality issue resolution.
“Coca-Cola understands that consumers are becoming more engaged with their products. And since Coca-Cola is a brand that's committed to making people happy, this is a powerful way consumers can become connected to the brand while putting a smile on their faces. In a competitive category, this personalized approach enables a brand like Coke to stand out and be very relevant to consumers in a way that only digital printing can provide," said Bowles.
Consumers are encouraged to show their interaction with the brand via social media and can upload photos of themselves enjoying the beverage at #ShareaCoke. Find these bottles across the United States at retail locations that carry individual 20 oz bottles of Coke, Diet Coke and Coke Zero.
ILS is an award-winning digital label and packaging specialist located in Hamilton, Ohio. We print labels and packaging for consumer and industrial companies across the U.S. and internationally. With four HP Indigo narrow- web presses and the first ever HP Indigo 30” digital press installed at the plant, as well as finishing equipment that allows for flexible packaging and shrink sleeves, ILS’ state-of-the-art facility offers turn-key solutions to the marketplace. For more information please visit www.ilslabels.com