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Challenge
• EngagemembersofGenerationZwith‘ShareaCoke®’personalizedmarketingcampaignleveragingproductpackagingandsuitedtotoday’ssocialmedia-saturatedenvironment.
• PrinthundredsofmillionsofpersonalizedbottlelabelsforCoca-Cola®,Coca-ColaZero®andCoca-Cola®light,featuringthemostcommonfirstnamesforeachEuropeancountry,whilemeetingstringentquality,technicalanddeliveryrequirements.
• Combinedigitalandconventionalprintingwhiledeliveringcompletelyconsistentprintqualityandcolor,includingmatchingtheiconicCoca-Colacorporatered.
Solution
• Combinationofbothdigitalandanalogprinting,withintegratedsupportfromNetherlands-basedlabelconverterEshuistomaximizeproductivityandprintconsistencyacrossallprintsitesandpresses.
• Eshuisformedandmanagedamulti-countrynetworkof18labelconverters:eightdigitallabelconverters,includingEshuis,printingthevariabledata;and10conventionalprintersofstaticareas,plusprimingandfinishing.
• EightHPIndigoWS6000DigitalPressesandfourHPIndigoWS6600DigitalPresses,dedicatedtothe‘ShareaCoke’campaignran24hours5to7daysaweekacrossthreemonths.
• Specialink,pre-mixedbyHPIndigo,developedtomatchCoca-Colared.
Results
• Successful,on-timelaunchofpersonalizedpackagingforEuropean‘ShareaCoke’campaign,amplifiedbyanintegratedsocialmediaandbroadcastmediacampaign–thelargestCoca-Colacampaignintegratingpersonalizedphysicalpackagingwithelectronicmedia.
• Approximately800millionpersonalizedlabelswereprintedwiththetop150namesineachofmorethan32Europeancountries,in15languagesandfivedifferentalphabets,withtotalconsistencyacrosstheeightdigitalprintingsites.
• OutstandingcolormatchaccuracyoftheHP-developedredinkpromptedCoca-Colatouseitasthestandardfortheconventionallyprintedpartofthelabels.Coca-ColaisusingtheredthatHPdevelopedthroughoutEuropetostandardizeitsredcolorsonalltheconventionallabelsthatthecompanyprints.
• FinishedlabelswerecompatiblewithCoca-Colastandardprintedlabels’weightandsurfaceandwebtension.Thisallowedbottlingplantstocontinuerunningatregularspeedswhileintegratingthedigitallyprintedpersonalizedlabels.
At a glance
Industry: Labels&Packaging
Business names: TheCoca-ColaCompany,Europe
Headquarters: Brussels,Belgium
Websites: coca-cola.com
Business names: EshuisBV
Headquarters: Dalfsen,theNetherlands
Websites: eshuis.nl
Coca-Cola® gets personal with HP Indigo digital technology
GenerationZiscoretotheongoingsuccessofCoca-Cola,butengagingwiththismarketisbecomingincreasinglyharder.Withsomanyotherbrandsallclamoringfortheirattention,Coca-ColaEuropelookedforawaytotranscendmediachannelsandreallygetpersonalwithyoungpeople.
Fewerthingsaremorepersonalthanaperson’sname.So,Coca-ColadecidedtouseactualnamesonitsproductstoaddressmembersofGenerationZdirectlyandpersonallyinthe‘ShareaCoke’campaign.
“Gettingpersonalissomethingthathelpsustowintheheartsofteenagers,tostarttalkingtothemone-on-oneandnotgenerallyorglobally,”explainsMaritKroon,marketingmanager,Coca-ColaEurope.“WeinvitedteenstostartsharingbottlesofCoca-Colabyprintingnamesonbottlelabels.Youcouldbuyabottlewiththenameofyourbestfriend,andthiscreatedacutetriggerforyoutostartsharingabottleofCoke®withyourfriend.
“Itreallystartswiththekeyheroofthecampaign,whichisthebottleinthestore.Thenittravelstosocialmediaanddigitalmedia,whilegettingempowermentviaTVandotherstrongmediums,andfromthereitgoesbacktothestore,backtothebottle.”
From Down Under to all over Europe
TheoriginalideacamefromanAustralianpromotioninwhichcommonnameswereprinted(usingconventionaltechnology)onCoca-Colabottlelabels.But,translatingthecampaignthathadrunDownUndertothelargerandexponentiallymorecomplex,multi-lingualandmulti-alphabetEuropeanmarketbroughtwithithugechallenges,particularlyintheareasofprintinganddistribution.
GregoryBentley,Europeanpackaginginnovator,Coca-ColaServicesSA,explains:“Wewereveryinterestedinwhatthey’ddoneinAustralia.They’dreallypushedtheboundariesofwhatoursystemisabletodoandwhatwe’rewillingtodowithourbrand.Atthesametime,ourEuropeantechnicalteamrealizedthattherewouldbeentirelydifferenttechnicalchallengesinEurope.Soweimmediatelystartedinvestigatingthesupplychainroutesthatwemightbeabletouse.”
Enormous volume and challenges
WhiletheoriginalAustraliancampaignhadruninasinglecountryandlanguageandforasingleproduct,inEuropeithadtoruninmultiplemarketsandonthreeproducts:regularCoca-Cola,Coca-ColaZeroandCoca-Colalight.“Notonlydidwehavemorethan32Europeancountries,eachwithadifferentsetofthe150mostcommonnames,15languages,fivealphabets,andinexcessofsixbottlinggroups,wealsohadtodealwithmultiplelabeldesigns,includingred,twoversionsofsilverlabels,andblacklabelswithredtext,”recallsBentley.
“Thebiggestchallengewasfindingadigitalprintingplatformthatwouldallowustoproducepersonalizedlabelswiththevolume,quality,varietyandgeographicspreadthatwerequired.”
What’smore,thebottlingcompanieswouldonlyacceptlabelsperfectlytunedtotheirequipment,somatchingthestandardconventionallabelsintermsofweight,surfacetensionandotherspecificationswascrucial.AnotherpotentialgamestopperwasmatchingtheiconicredcolorofCoca-Cola.
“The‘ShareaCoke’campaignisallabouttalkingtotheheartsofteenagers,andpersonalizationistheverypowerfultoolfordoingso.PackagingiskeytomarketingandtheHPIndigopressmadethepackagingpartofthecampaignmuchmorepowerful.”–MaritKroon,marketingmanager,Coca-ColaEurope
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HP Indigo delivers the digital solution
DigitalprintingwithHPIndigotechnologyprovedcrucialtothecampaign.Withoutit,Coca-ColaEuropemaynothavebeenabletouseitsproductpackagingtoaddresssomanypeopleinsuchapersonalway.
“Whenwelookedatthetechnicalcriteriaanddeliverablesthatwehadasaprojectbrief,itbecameclearthattheHPIndigodigitaltechnologywastheanswer,”saysBentley.“Theinkweight,colormatching,printqualityandconsistency,andtheinstalledbaseoftheHPIndigopressinEuropemadeittheonlyoptionforthisvolume.”
EshuisBV,aleadingDutchlabelconverterwithextensiveexpertiseinprojectmanagementand10years’experienceindigitalprintingwithHPtechnology,wascalledintomanageeverythingaroundtheprintingofthelabelsforthecampaign.Italsohandledpartofthedigitalprinting,usingitsowntwoHPIndigoWS6000DigitalPresses.
Eshuisplayedanimportantroleinexploringanddefiningtherighttechnicalsolutionsincombiningconventionalanddigitaltechnology.EshuisandCoca-Colaperformedmanytrials,labelsweretestedatsomebottlersitesandallpossibleoptionswereresearched.FinallythebestpropositionwastoonlyprinttwohitsofcolorRedorBlacktoachievethehighestdigitaloutput.Thedigitalprintingprocesswasthereforedefinedasabypassprocessoftheconventionalprintingprocess.Thefinishingandslittingintoendreelsforthebottlerisdonebytheconventionalprinters,sotheusualbottlerinthesupplychaindidnotchange.
Leveraging the best of two worlds – digital and analog
“Thehighvolumescouldnotbedeliveredinthetimeavailablewithdigitalalone,”saysPeterOverbeek,CEO,Eshuis.“WeneededtocombineconventionalprintingandHPIndigodigitalprintingsothatdigitalcouldbeusedforthevariabledata.”
UsingdigitalandanalogprintingonthesamelabelwasafirstforCoca-ColaEurope.But,withEshuismanagingtheentireprintingprocessacrossallsuppliers,thecombinationcametogethersmoothlyandwithoutstandingresults.
EshuisassembledaEurope-widenetworkofeightHPIndigolabelconvertersand10conventionallabelconverters.AsprojectmanagerandalsoaprinterofmillionsoftheCoca-Colalabels,Eshuiswasresponsibleforprovidingready-madeprintfilestoallthedigitalprinters.Itdevelopedapowerfulwebtoolspecificallyfortheproject,whichenabledefficientprojectmanagementacrosstheentirenetwork.
TheHPIndigodigitalprintingtechnologyusedfortheCoca-Colaprojectisbasedon20yearsofdigitalprintingexperienceandevolvingdevelopment.Usedbymanyoftheworld’stopbrandsfortheirmarketingcampaigns,labelsandpackaging,aswellasfortransactionalandcommercialprinting,HPIndigodigitalprintingtechnologyiswidelyrecognizedforitshigh-quality,coloraccuracyandmediaversatility.Aswithmanycampaignsfordifferenttypesofbrands,theseattributesmadeHPIndigotechnologyidealforCoca-Cola’srequirements.
“IthadtobetheHPIndigopress.Theinkweight,colormatching,printqualityandconsistency,andtheinstalledbaseoftheHPIndigopressinEuropemadeittheonlyoptionforthisvolume.”–GregoryBentley,Europeanpackaginginnovator,Coca-ColaServicesSA
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©2013Hewlett-PackardDevelopmentCompany,L.P.Theinformationcontainedhereinissubjecttochangewithoutnotice.TheonlywarrantiesforHPproductsandservicesaresetforthintheexpresswarrantystatementsaccompanyingsuchproductsandservices.Nothinghereinshouldbeconstruedasconstitutinganadditionalwarranty.HPshallnotbeliablefortechnicaloreditorialerrorsoromissionscontainedherein.
Coca-ColatrademarksareregisteredorunregisteredtrademarksofTheCoca-ColaCompanyorothersintheUnitedStatesandothercountries.
4AA4-7299ENW,June2013
Getconnected.hp.com/go/graphicarts
Sharewithcolleagues.
“Wearecompletelyhappywiththewayourlabelsturnedout.Thequalityandthelookareabsolutelygreat.Thisprojecthasincreasedthestandardsagainstwhichwemeasurethequalityofallourlabelsonthemarket.”–MaritKroon,marketingmanager,Coca-ColaEurope
Color and brand reinforcement
AkeyelementinthesuccessoftheprojectwastheabilityoftheHPIndigopressestomatchCoca-Cola’siconicredcolor.HPprovidedthedigitallabelconverterswithpre-mixedCoca-Colaredink,ensuringtheywouldallbeprintingtheexactsamecolor.Bentleysays:“Thiswasacriticalmilestoneintheproject.WithouttheCoca-Colaredink,wewouldn’tbewherewearetodaylaunchingthisproject.”
Thepre-mixedredHPIndigoinkwassosuccessfulthatCoca-Colaisnowusingittostandardizetheredcoloronallconventionallyprintedlabels.MaritKroonnotes:“Wearecompletelyhappywiththewayourlabelsturnedout.Thequalityandthelookareabsolutelygreat.Thisprojecthasincreasedthestandardsagainstwhichwemeasurethequalityofallourlabelsonthemarket.”
Bentleyadds:“NowweareusingtheredthattheHPIndigoteamdevelopedthroughoutEuropetostandardizeourredcolorsonalloftheconventionallabelsthatweprint.Sowhenthisproject’sfinished,wewillstillbereapingthebenefitsofitfromthat.”
One campaign; many groundbreaking achievements
Onmanyotherlevels,andevenbeforeitsofficialmarketlaunch,the‘ShareaCoke’campaignprovedtobeagroundbreaker.
The‘ShareaCoke’promotionbecamethelargesteverpersonalizedmarketingcampaigncombiningCoca-Colaproductpackagingwithelectronicandsocialmediainasingle,integratedcampaign.
ThiscampaignnotonlybrokenewgroundintheannalsofCoca-Colamarketing,italsocreatedanewmodelforintegratedmarketinginwhichphysicalproductadvertisingiscombinedwithonlinemedia.
Onthecolorlevel,BentleyisnowlookingatwaysthatdigitalprintingcanenhancetheuseofcolorbyCoca-Cola:“Full-colordigitaltechnologyisreallythenextstepforusandwe’reseeingnowhowwecanembracethatchange.”
Likewise,the‘ShareaCoke’campaignhasilluminatednewdirectionsfortheroleofdigitalprinting.Bentleyexplains:“Withthisproject,weshowedthatdigitalprintingcanbeusedinlarge-volumemarketingcampaigns.And,withHPIndigo,itcanbedonewithsuperbhighquality.Onceyouconsiderthemanywaysthatdigitalandanalogcanbecombined,well,thepossibilitiesjustgoupandup.”