BRAND PERSONALIZATION. Just for you

We are in a world where what prevails now is the personalization of brands. Within the globality that the market imposes, we need to be individualized. And this is what brands do.

Perhaps Coca Cola is one of the pioneer brands when each can had the name of an ordinary citizen printed on it: Ruben, Laura, Elena, Andres, Sergio, etc. In 2014, sales increased by 13% in the first few weeks with that strategy alone. Coca-Cola’s initiative included the 100 most common names in Spain as well as familiar and funny phrases.

Recently, although in a different way, Coca Cola continues with its bold strategies. This time he decided to print positive messages on his cans. Something that the consumer obviously needs and that surely when he or she sees one of them, he or she will think inside that this can was made just for him or her. In the United Kingdom these tins have already arrived with hopeful, resilient messages, but messages that in the end can be personalised and sent to loved ones.

Among the phrases are “What better time for us to ______ than now”, “I’m not the best at _____, but I’ll try”, “I will never take ______ for granted” … These spaces can be personalized to send to loved ones. Proceeds from personalization and shipping will go to a campaign against poverty and disease.

Proximity, closeness mattered… perhaps more so now. But now it goes a little further and that personalization, a little global, comes with other ingredients. Maybe your name doesn’t appear, but the can of drink you get your hands on comes with that hopeful message from Coca Cola or with a different story than the one your partner has…and you access it through QR Codes.

Some of these cases have already been reviewed in previous editions of Mundolatas. For example, Pepsi and its Adrenaline Rush that allows you to know and listen to the music with which each design was created or the virtual experiences that Beerscans offers in beer cans through which stories are told, videos are shown…