HP Indigo WS6000 Digital Presses Enhance Coca-Cola Biggest Personalized Brand Campaign

HP announced a record-breaking, long-run production of personalized labels on the HP Indigo WS6000 Series Digital Presses for Coca-Cola’s biggest-ever personalized brand campaign. The campaign, Share a Coca-Cola, is designed to help Coca-Cola engage directly with its consumers in 32 countries. It was launched across Europe on May 1, 2013.

The promotion combined conventional printing technology with the HP Indigo Digital Press to create 800 million, high-quality, personalized labels.

The WS6000 prints 150 of the most popular first names, nicknames and terms of affection in each country on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero instead of the iconic Coca-Cola logo. The campaign is supported by a fully integrated marketing program to connect consumers online. It helps reinforce Coca-Cola’s position as an innovator in the consumer retail space.

Marit Kroon, Marketing Manager, Europe for Coca-Cola, said, “Packaging plays a critical role in the Share a Coca-Cola campaign because it connects the physical bottle with online communication channels, including social media and user-generated content sites. The ability to personalize such a high volume of labels with HP Indigo Digital Presses, while achieving the quality and consistency that Coca-Cola requires, opens up new possibilities for creative campaigns moving forward.”