Could putting specific names on your products be an important new trend in branding and marketing? When Coca-Cola launched a personalized label initiative, fans of the soda responded positively and purchased enough beverages to give its sales a needed boost.
Another sugary staple, the chocolate spread Nutella, is going for a similar effect by putting names on the jars in its distinctive blocky red-and-black font. The Consumerist reported on this new campaign, although it mentions that the jars are special custom offerings that need to be ordered through British department store Selfridges.
Still, the labels have struck a chord with fans online, leading to increased views of the company’s Facebook page. When Nutella first launched this campaign for European consumers, it encouraged fans to reach out to the brand online. Nutella is owned by the larger conglomerate, Ferrero, the same business that produces Kinder eggs and Tic Tacs, which means it has a highly recognizable presence in multiple countries.
In an article for Inspire magazine, Ulf Sunnberg of GrafKom describes the appealing link between the internet and physical labels for products.
“Six hundred and fifty million pieces of different content are uploaded every year to social media, and many of these images are being printed” Sunnberg said. “People are starting to realize that paper has its own value. It’s tactile, and people feel more engaged with physical media than with a screen.”
A printed label campaign can take advantage of technology to make a greater impact. With the recent success from high-profile companies, the door is open for future campaigns that use printing technology to encourage customers to be social and share their love for a particular product online with other fans.
Leave a Reply