Amberley Selected as the Only UK Partner in Coke Label Personalisation Project
Record breaking, long-run production of digital labels for Coca-Cola's biggest-ever personalised brand campaign
Drinks giant Coca Cola has selected Amberley as its sole UK partner in a revolutionary promotional campaign requiring digital print.
The ground breaking project which has catapulted digital printing into the packaging mainstream has achieved record-breaking productivity to produce personalised labels in the hundreds of millions.
The campaign is designed to help Coca-Cola engage directly with its consumers in 32 countries. It substitutes the iconic Coca-Cola logo on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero with 150 of the most popular first names, nicknames and terms of affection in each country.
Investment & Expertise in HP Indigo Technology
Amberley was selected as the only UK partner on this project because of its vast experience and capability in digital printing using HP Indigo technology. Amberley recently invested in excess of three-quarters of a million pounds in the HP WS6600 the industry’s most versatile and productive digital label presses.
Graham Backhouse, Sales & Marketing Director commented “This was a demanding project involving Coca-Cola marketing departments in more than 30 European countries and a network of both conventional and digital printers working together, to deliver a unique and high quality product against tight deadlines. The final result has been a triumph of technology and the networks ability to manage complex workflows.”
High Quality & Consistent Digital Colour Reproduction
The labels were printed with a combination of conventional (CI flexo and gravure) and digital print processes. After extensive research, Coca-Cola chose the HP Indigo printing process both because it lays down the same weight of ink as flexo or gravure, and for its colour consistency. The presses were also capable of handling cavitated BOPP films without damage.
Two types of 38 micron BOPP were used: an opaque white (also printed with metallic silver ink) and a metallised.
A special Coke red Indigo colour was developed by HP Indigo delivered in two hits in order to achieve a high colour intensity.
After the panels were overprinted on Amberley’s digital press, the webs were returned to the conventional printers for final inspection, varnishing, slitting and delivery to one of the multiple Coca-Cola bottling plants involved in the project.
The personalised labels will appear across individual 500ml and 375ml PET bottles, with larger sharing bottles and multipacks across Coke and its light variants.
Exploding the Digital Myth
Graham explains“ This project has exploded the myth that digital print is only suitable for short run production. Amberley has proved it has the capability to customise labels in high volumes using our HP Indigo press whilst achieving the colour consistency and quality demanded by a major global Brand Owner. This project highlights new possibilities for promotional campaigns for using customised packaging and labels to engage with consumers and we expect to see many other companies exploring this opportunity.”
The ‘Share a Coke’ campaign will capture the nation’s imagination this summer and will help drive volume and value growth for retailers. Supported by a fully integrated marketing programme to connect consumers online, the campaign reinforces Coca-Cola’s position as an innovator within the consumer retail space.
If you would like to find out how mass customisation and brand personalisation can integrated into your marketing campaign using the latest digital printing technologies call Amberley on 01258 455 772 or click here to access our contact form