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INNOVATION OF THE WEEK Personalisation Trend Continues To Grow

INNOVATION OF THE WEEK Personalisation Trend Continues To Grow. Source: IGD Research, Coca-Cola Australia. What is the development? Coca-Cola Australia has launched an innovative new marketing campaign to encourage its fans to share a coke with others How does it work?

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INNOVATION OF THE WEEK Personalisation Trend Continues To Grow

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  1. INNOVATION OF THE WEEKPersonalisation Trend Continues To Grow Source: IGD Research, Coca-Cola Australia • What is the development? • Coca-Cola Australia has launched an innovative new marketing campaign to encourage its fans to share a coke with others • How does it work? • Coca-Cola have produced a range of bottles with 150 of the most popular Australian names on them for general sale • Those with names not included in the 150 can visit events at shopping centres across the country to have their own name printed direct onto a can • The campaign has a strong viral element and is heavily supported through Facebook and YouTube, where fans can share a virtual coke, make their own adverts and enter a draw to win $50,000 to share with friends • Who else is doing it? • Wrigley’s myextragum.com allows users to personalise packs of chewing gum, while Burger King’s Whopper Face campaign involved customers printing images of their face on wrappers • IGD Opinion: • A more personalised marketing environment is certainly emerging and social media advances will accelerate this trend

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