Nothing speaks louder to consumers than packaging that connects with them on a personal basis. The power of personalised packaging can draw customers to a brand, identifying with them on an individual level. It becomes a novelty item that uniquely engages and the product is likely to retained by the customer, along with photographs being shared across social media. It becomes a word of mouth endorsement of the brand throughout peer networks. What does this mean for the product? Free marketing and publicity and countless new brand ambassadors!
Making your brand stand out from the crowd is child’s play with this clever engagement strategy. Your brand becomes your customer’s personal brand. Does it work? The number of big brands adopting this strategy is impressive – with Coca Cola being one of the first to set this trend. Their 2013 ‘Share a Coke’ campaign sold over 150 million personalised bottles. Raffaele Pace, Labelling Product Manager said that the campaign ran in over 30 European countries and included 150 of the most popular names from each country.* It lead to an increase of sales in the UK by 2.75%.
This format has been employed by the likes of Marmite, Nutella, Walkers, Heinz and Kit-Kat – the list goes on. Why does using someone’s name become so powerful and compelling? It is said that it is one of the most effective ways to instil a sense of importance and create a long lasting impression.
As retail moves closer to the consumer with the goal of providing a personal shopping experience, this brand ‘enhancement’ certainly fits this ethos. Consumer expectations of interactions with their favorite brands are changing, now with direct access through social media, this reflects the new ‘dialogue’ or ‘conversations’ consumers are having with big brands.
Bringing that personal touch to packaging certainly delivers a return on investment. Whether it is on a grand scale like Coca Cola or by way of a personal handwritten note to the recipient, it all works to inspire that concept of individuality. Working with a packaging industry expert can really make the most of your individualising your brand. If you would like to know more about making a brand connection with your customers – get in touch with the friendly team at Acopia, we’d love to hear from you.
*Taken from an interview in BerverageDaily.com