This article from Packaging News, UK explores the success of Coca-Cola company’s “Share a Coke” campaign and the explosive growth of digital printing for big brands. The packaging industry is all over Coca-Cola’s new campaign- in a good way. Mass customization and personalization is a novel idea that has consumers wanting more. With technological advances in data variability and digital print, the “Share a Coke” campaign has opened the doors to a world of custom packaging opportunities. The key to this campaign’s success was the close communication and relationship between the company and their print provider. According to Marcelo Akierman, EMEA labels and packaging market development manager at HP, “the industry can fully understand the production benefits and creative opportunities of digital print buyers can make informed decisions when choosing how to print their packaging, driving business to our customers.” This development will hopefully jumpstart a different way of thinking among brand owners and agencies. There are many benefits to employing digital print in retail and packaging solutions, the most important being a customer focused feature. Using digital print to customize marketing messages and brand designs, companies are able to foster an engaging relationship with their consumers. Collaboration between brand owner, printer, and packaging manufacturer creates a systematic approach to improve and enhance consumer experience and therefore, long-term returns on investment. Read more at packagingnews.co.uk!