The Personalised Packaging Movement
November 11, 2015
It all started with Coca-Cola back in 2011. Yep it was almost four years ago now, that one fateful Summer when Coke decided to personalise their bottles by printing 250 different names on the labels. Australian consumers went crazy for the campaign - they bought, they shared, they gifted them, they sold them on eBay, they hacked them, they even used them to announce new members of the family. The “Share a Coke” campaign was officially a success, with over 250 million personalised coke bottles being sold in Australia in the first summer after a decade long sales slump.
Now after the success of shared Lucys, Daniels, Borts, Mates, Brothers and even Santas, we are starting to see a number of brands catching on to the emotion evoking personalised packaging. Kit Kat’s “Celebrate the Breakers” campaign targets consumers on a personal level by labelling packaging with different groups potential breakers might belong to. Breaks such as Me Time, YouTube, Creative, Procrastination, Thoughtful, Lunch, Birthday, Romantic and Social are just a few attempts at personalisation. The latest campaign “Hunger Bars” from Snickers is now also grouping its consumers into similar categories, but this time through symptoms of hunger. Creative insults such as Cranky, Grouchy, Irritable, Impatient, Complainer, Testy, Snippy, Drama Mama, Spacey and Princess are Snickers latest personalisation stunt.
It’s true, people love anything personalised, hence the aforementioned campaigns successes. But when we start to see mass-produced packaging with our name on it, how personalised can it really be? I know for sure that there are definitely more than one Emilys in this world - the gimmick didn’t work for me. Personalisation is definitely important for brands today, but they must know how to keep it real - people don’t want to be part of just another marketing gimmick. What do you think of the movement? Are there any other personalised packaging brands to add to the list?