HP Indigo Digital Printing capabilities for personalization behind the initiative celebrating relationships with Coca-Cola’s ‘Share a Coke’ campaign.
With the aim to provide unique experiences and enhance personal engagement with consumers, HP Inc. has collaborated with Coca-Cola to bring the famous ‘Share a Coke’ campaign to India.
The initiative aims to give people the opportunity to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke. “Share a coke” campaign is being technologically supported by HP Indigo digital printing.
In line with the initiative’s principal idea ‘Har Rishta Bola, Mere Naam Ki Coca-Cola,’ Coke cans and bottles are now available with 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Daughter, etc. Labels have been created in 12 languages, which are English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi. Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My teacher. My friend), Mom (Above the rest. Simply the best) Son (My devil. My angel), Sis (Supermodel. Super role model), Bro (Troublemaker. Merrymaker), Boss (Pushes me. Promotes me) and nicknames including BFF (Laughs with me. Cries with me), Bae (Bugs me. Hugs me). A total of 11 crore labels will be printed digitally using HP Indigo 20000 digital press on PET bottles through the machine installed at Huhtamaki, an HP customer based in Mumbai.
Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia said, “We are delighted to partner with HP for the Indian spin of our ‘Share A Coke’ campaign, that takes a refreshing new look at relationships. This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke”.
Commenting on the campaign from HP, A. Appadurai, Country Manager, HP Indigo Graphics Solutions Business, India said, “The campaign comes at a time when brands are increasingly focusing on targeted marketing campaigns to engage with customers on a personal level and this has resulted in the rise of customization and personalization. The changing tastes of consumers in packaging of goods has the potential to chip away market share of brands as customers value packaging with a personalized touch which adds to the overall emotional quotient of the customer. As a pioneer in changing the digital printing landscape, HP is progressively focusing on offering innovative solutions for them.”
“As brands continue to look for ways to connect with their audiences, we are seeing a growing trend of mass personalized packaging, including desktop label printing campaigns in stores. The HP Indigo 20000 opens a realm of possibilities for flexible packaging converters, by enabling them to efficiently and profitably cope with changing market demands for shorter runs, more varied SKUs, and customized campaigns. HP Indigo is the only digital colour printing process that matches gravure quality and is safe for primary food packaging,” said Michael Boyle, Vice President – Graphics Solutions Business – Asia Pacific and Japan, HP.
The HP Indigo 20000 Digital Press thrives in the most demanding converting environments to deliver the highest quality for the world’s leading brands. You can deliver high performance applications with immediate time to market. HP Indigo 20000 is best in class digital press for doing these kinds of print jobs with lot of new innovations.
The HP Indigo 20000 Digital Press is a market-proven, 762 mm mid-web solution with an image format, speed and imposition capability that make it a highly productive and cost effective digital labels and flexible packaging solution.
Amar Chhajed, president – labelling business at Huhtamaki PPL said, “It is an advantage to have a sound customer with us as we made this significant investment. Brining India’s first HP Indigo 20000 should be seen as Huhtamaki’s stepping stone into digital printing. And this investment into digital comes with a much bigger commitment and confidence.”
Explaining the complexities on the ‘Share A Coke’ label printing job, Chhajed said, “The variable data printing for the job comprised of 32 relationships, 12 different languages, and five descriptors to each relationship, which summed up to 3,000 artworks getting printed simultaneously.”
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Aquarius, Schweppes, SmartWater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.