The power of personalisation
A trend for personalised gifts is still strong and growing. Initially, various wording on labels made the packaging unique, as in case of Coca-Cola. With hundreds of product versions on the market, customers were able to choose their own and unique bottle.
Ferrero made a similar move: as a value added to their product, they let the customers create a label with the customer’s name or phrase.
We absolutely agree that most consumers decide to buy the product when they stand in front of the shelf, making that decision within those several crucial seconds. A unique and intriguing label contributes to the selling success of the brand.
How to create millions of unique labels without hiring a graphic designer?
Known for their expressive nature, Italians went a step further. They decided to present their personal features on the Nutella Unica limited series packaging. This time, instead of focusing on verbal messages printed on labels, a campaign was run to manufacture 7 million unique packaging, each different from the other. What is interesting, sleeve labels for such packaging were created without involvement of a team of graphic designers.
The concept was based on the algorithm, which out of several designs and thousands of colour combinations generated millions of unique labels, thanks to features of HP Indigo printing machines. As a result, massive customer involvement was generated, positive brand associations were strengthened and relations were tightened.
7m promo jars sold in a month. Users with a unique version of the product they liked were willing to present them as gifts to each other, shared photos in social media and even created collections which they displayed online.
Great designs do not always automatically translate into eye-catching labels. The end result is created by the entire process of printing the bottle self-adhesive labels, whether it’s specialty printing or bottle shape challenges.
Do you also find yourself doing the shopping in a hurry and reaching for products on shelves out of habit? The sheer amount of confusingly similar labels makes it very difficult to capture your attention.
We asked the founders of AYA Raw Nature – Eliza and Monika talk about the beginnings of our story.