Per­son­alised Mar­ket­ing on the Go

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Ac­cord­ing to brand­ing firm Lan­dor As­so­ci­ates, among the top mar­ket­ing trends for 2015 a more hy­per-per­son­alised mar­ket­ing to the in­di­vid­ual along with cus­tomised pack­ag­ing thanks to 3D print­ing and other in­no­va­tive ideas. Brands that are at the fore­front of this strat­egy are Coca-cola, Ab­so­lut vodka and Nutella to name a few. They not only re­con­fig­ured their of­fer­ings, but also en­gaged their con­sumers in dif­fer­ent ways by cater­ing to speci­fici­ties that di­rectly stem from the cul­ture and history of these mar­kets. This clearly is a trend that is ex­pected to con­tinue into the fu­ture.


Bud Light is also get­ting in on the ac­tion with the cre­ation of 200,000 dif­fer­ent cans that sport 31 unique vari­a­tions us­ing ver­ti­cal-print­ing tech­nol­ogy from HP. The cans will be avail­able to at­ten­dees of the Mad De­cent Block Party, a se­ries of trav­el­ling mu­sic fes­ti­vals that take place across 18 cities in the U.S. and Canada and run through Septem­ber. These lim­ited edi­tion cans celebrate the «mu­sic, cul­ture and artistry» of the par­ties, which are owned by the Mad De­cent record la­bel founded by DJ Di­plo. The team cre­ated four cus­tom cans while the 27 other de­signs were fash­ioned by var­i­ous artists.

In an ef­fort to of­fer a more per­sonal ex­pe­ri­ence, Bud Light, in part­ner­ship with HP, de­cided to drop its con­ven­tional print­ing ap­proach by em­ploy­ing HP’S Indigo dig­i­tal-press tech­nol­ogy us­ing what is called the Smart Stream Mo­saic al­go­rithm. The al­go­rithm tweaks each can de­sign based on pa­ram­e­ters set by Bud Light so that no two cans are ex­actly alike. It›s the first time such tech­nol­ogy was used in the U.S. mar­ket. Con­sumers are sure to get a thrill out of the in­di­vid­u­alised cans, as the #sharea­coke ex­pe­ri­ence about shar­ing names on the bot­tles suc­cess­fully showed.


Since Coca-cola de­buted its "Share a Coke” cam­paign in Aus­tralia 2011 with per­son­alised la­bels, it›s put com­mon first names on bot­tles in a lot of other mar­kets in­clud­ing Le­banon. As a re­sult, sales are said to have dou­bled and even tripled. It cer­tainly was an un­ques­tion­able suc­cess con­tribut­ing to an im­proved sales trends. Fol­low­ing up on that, the com­pany, in 2014, saw a sales vol­ume in­crease for the first time since 2000 ac­cord­ing to Bev­er­age Di­gest. The brand has also has been try­ing out var­i­ous play­ful twists on the cam­paign.

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