The iconic campaign is called Share a Coca-Cola, and thanks to HP and their WS6000 series Digital Presses, you can now print a Coca-Cola can with yours, your friends, probably even your favorite furry friend’s, name. The program is in 32 countries. If he drank Coca-Cola, I’d order one for Pablo Neruda Escobar, my cream tabby.
From their site, “The campaign is designed to help Coca-Cola engage directly with its consumers in 32 countries. It substitutes the iconic Coca-Cola logo on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero with 150 of the most popular first names, nicknames and terms of affection in each country.”
How many labels have they come up with. 800 million. Using their HP Indigo Digital Printing press.
Now, 800 million copies is a lot. Here’s how they did it, “During the months of continuous printing, the HP Indigo WS6000 series Digital Presses have proven to be exceptionally reliable, achieving record productivity and press uptime of 86 percent,” said Peter Overbeek, managing director, ESHUIS. “With such a strong European network of PSPs using HP Indigo digital presses, the opportunities for brand owners like Coca-Cola are endless.”
For a former powerhouse like HP, that has seen it’s hold on the PC market erode thanks to tablets, phablets, phones, and a distaste for the management, this is a good step. Printers are what they were originally known for.
To get it right, HP, even went so far as to formulate that cherry Coca-Cola red ink. As a sign they got it right, this ink color will be used as the red color in the future.
For HP, “There’s a tremendous opportunity for companies like Coca-Cola to better engage their customers by making their brand and product stand out on store shelves through customized packaging,” said Alon Bar-Shany, vice president and general manager, Indigo Division, HP. “The HP Indigo WS6000 series Digital Presses proved their long-run production capabilities by meeting the needs of a project of this scale on time and aligned with Coca-Cola brand standards.”
But what I want to know is this, how did they put the can under the lid without crushing it? And who was the temp that had the unfortunate job of watching the press for color replacement?