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Is personalized packaging going mainstream?

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Source: buy.shareacoke.com

When we think personalized advertising, data-driven offers and hyper-targeted messaging come to mind. But some brands have been experimenting with adding personalized elements to the packaging products come in. Coca-Cola’s “Share a Coke” campaign is one of the most notable examples and now the campaign is taking an even more personal direction.

Coca-Cola will feature 200 last names on its bottles in addition to a selection of 800 first names, according to Ad Age. The last names available are rooted in analytics that identified those belonging to, in aggregate, approximately a quarter of the 13 to 34 demographic. First and last names will not appear together on the same bottles. Coke will make the name-personalized bottles available at random on store shelves, but consumers will be able to place personalized…

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