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Wedding last 09/12/11. Church: St James the Great Reception: The Palms
Labelmakers pioneers personalisation for Coca-Cola social media campaign
The multimillion-dollar execution used a vast array of marketing channels, including online and social media, as well as TV commercials and in-store marketing.
The most high-profile part of the campaign was the 150 different people's names printed on labels of 450mL and 600mL Coke bottles.
Beyond the branded bottles and cans being sold in stores, Coke also urged customers to create 'virtual' personalised bottles that they could share via their Facebook accounts.
Coca-Cola public relations manager Sarah Kelly described the work as a "first for Coca-Cola and its label supplier" noting that expert technicians had been flown in to oversee the highly complex variable job.
"To ensure the correct distribution of names in store for 'Share a Coke', we needed to have the 150 names randomised on label reels," she said.
"To do this we needed to incorporate a variable printed image into the existing Coca-Cola label design. This had never been done on such a large scale and the existing printing process was unable to deliver the required level of variation."
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