With the aim to provide unique experiences and enhance personal engagement with consumers, HP Inc. (hp.com) collaborated with Coca-Cola to bring the famous "Share a Coke" campaign to India.
The initiative aims to give people the opportunity to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke. “Share a Coke” campaign is being technologically supported by HP Indigo digital printing.
In line with the initiative’s principal idea ‘Har Rishta Bola, Mere Naam Ki Coca-Cola,’ Coke cans and bottles are now available with 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Daughter and more. Labels have been created in 12 languages—English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi. Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My Teacher. My Friend), Mom (Above the Rest. Simply the Best) Son (My Devil. My Angel), Sis (Supermodel. Super Role Model), Bro (Troublemaker. Merrymaker), Boss (Pushes Me. Promotes Me) and nicknames including BFF (Laughs with Me. Cries with Me) and Bae (Bugs Me. Hugs Me). A total of 11 core labels will be printed digitally using HP's Indigo 20000 digital press on PET bottles through the machine installed at Huhtamaki, an HP customer based in Mumbai.
Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia said, “We are delighted to partner with HP for the Indian spin of our ‘Share A Coke’ campaign, that takes a refreshing new look at relationships. This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke”.
A. Appadurai, Country Manager, HP Indigo Graphics Solutions Business, India said, “The campaign comes at a time when brands are increasingly focusing on targeted marketing campaigns to engage with customers on a personal level and this has resulted in the rise of customization and personalization. The changing tastes of consumers in packaging of goods has the potential to chip away market share of brands as customers value packaging with a personalized touch which adds to the overall emotional quotient of the customer. As a pioneer in changing the digital printing landscape, HP is progressively focusing on offering innovative solutions for them.”
The HP Indigo 20000 Digital Press is a 762 mm mid-web solution with an image format, speed and imposition capability that make it a highly productive and cost effective digital labels and flexible packaging solution.