I must admit, part of me was really hoping that the list of names on Coca-Cola's new 'personalised' bottles would include mine. Alas it wasn't to be – though I am impressed that Coke has given me the option to personalise a bottle through its website. Clearly this is savvy marketing from Coke – the number of column inches a simple packaging tweak has resulted in are testament to that. So too is IRN-BRU's tongue-in-cheek pop at Coke's efforts at personalisation, with its own laugh-out-loud Fanny cans.
For packaging specialists, the IRN-BRU stunt highlights just how simple the pack tweak is, making the point that anyone can do what Coke did. It also acts to dispel the urban myth that such personalisation is difficult and costly – the evolution of digital printing has made bespoke mass packaging an achievable reality. With the right specialists, brands really can be braver with their packs.
More importantly however, it illustrates the difference between bespoke generalisation and real personalisation when it comes to packs. Coke's packs are more about generalisation rather than personalisation, certainly with bottles on shelf.? While the 150 named bottles is a major leap in the right direction when it comes to making inroads to personalisation, with the use of available technology, it's just a first step.
It's clearly not right for Coke to go the whole hog on fully personalised bottles, but for those brands that do want to do so, there are definitely options to explore.
The safe bet – and the cheapest
With this option, packaging that is printed commercially can be produced in regular? print runs, with only the artwork needing to be altered. This is general personalisation and the safest option with little risk. This was the choice for Coca-Cola and IRN-BRU, the first mainstream commodity products to test the water with personalisation.
Positives
Production costs are the same, or a little higher, to that of printing generic packs There are no logistical or distribution challenges, as it follows the same route as standard production It makes use of existing printing techniques and can be carried out with existing printers
Negatives
It's not really 'personalised' Customers who can't find their names are therefore disappointed
The middle ground – a compromise between fully personalised and general packaging
All elements of the packaging that are standard can be conventionally printed, including all legal content (such as ingredients, health warnings, nutritional details etc.) and some marketing devices. Digital printing can then be used to personalise the packaging with titles and sub descriptors specified by the customer – even images. This could be applied at point of order or point of purchase. We haven't yet seen any exploration of this route, but it is potentially a good option for retailers' online shopping sites.
Positives
Minimum additional cost It allows for true personalisation of the packaging
Negatives
There will be an additional printing process required A slightly slower option logistically, with additional intervention in terms of labour and technology A slightly higher cost than standard print production
The whole hog – total personalisation
?With this route you can digitally print the pack with individual personalisation, ensuring all legal elements are maintained. This can be implemented at point of order or point of purchase, depending on logistics and available space in store. Because of the leaps and bounds that technology has taken in production processes, this option is no longer as cost prohibitive as it used to be. Internet retailers' Moonpig.com, Getting Personal and Notonthehighstreet.com use these methods extensively and successfully, although mainly on gifts and greetings cards.
?Positives
True personalisation One printing technique required
Negatives
Potentially slower run speeds than conventional printing processes, for example digital versus lithography The logistics of distribution and storage are a major contributing factor to added costs
As Coke undoubtedly knows, full personalisation isn't for all brands. As a recent poll on Packaging News showed, most of us currently believe that gifts are the natural medium for personalised packs rather than the grab-and-gos. But as brands seek to get closer to their target audiences, and seek to create differentiation through added prestige – be that through limited editions or one-offs – true personalisation might be about to take centre stage.
