Brands strive to profit from the personal touch

摘要

Despite some high-profile success stories, variable packaging can be a tricky proposition to implement, nevertheless the potential rewards are great, if you get it right. To say last year's Share a Coke campaign was a success would be something of an understatement. As teenagers and mums alike rummaged through chiller cabinets (and Wilhelminas and Wilfreds begrudgingly contented themselves with 'Will'), volume sales for the brand grew 3.9%. And its YouGov Brand-Index Buzz ranking jumped from 25 to 7.