Experimenting with packaging can be a way to invigorate an overly familiar product and spark new interest in a brand, but it’s also possible that one can spark controversy if they aren’t making labels carefully. It’s hard to imagine a more ubiquitous commercial name than Coca-Cola, and the company has recently tried a new tactic to get more people drinking its beverages by printing common first names on the label in the familiar cursive letters of its various drinks, most recently in Europe.
However, the plan hit a snag in certain countries regarding the particular names included. One example of this can be seen in Israel, where the Washington Post reports there were complaints regarding the lack of Arabic names featured on these new bottle designs.
Whether or not this backlash was anticipated by the company, it shows the potential consequences of making labels that can conflict with local cultural practices. For its part, Coca-Cola has demonstrated a little more delicacy in Sweden, where it declined to include “Mohammed” among the new label names despite it being a popular one for the region, citing input from that country’s Muslim community as part of it’s decision, according to NPR.
No commercial product exists in a vacuum, and any company looking to begin a campaign to change its product should consider exactly how those changes will be received in different markets, especially if it has a global reach. A color label printer like the Primera LX900 can offer an enterprise the tools it needs to ensure these kinds of changes go smoothly and reach the greatest amount of customers.
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