Companies that are seeking the same success
as Coke cola and Nutella; The desire of creating the must have Christmas
The sky is the limit with digital printing; brands are utilizing it for marketing campaigns based around personalized packaging. This once deemed near impossible feature is now a genuine possibility, “that’s value creation, and it’s all unlocked via digital printing technology” Said Dion Weisler, chief executive of HP Inc., the personal computer and printing company.
Digital printing was first developed in the 90s; it is only very recently it has become economically viable due to the improvements on price and quality. Recent campaigns are hoping to tap into the success that Coca Cola experienced in 2011 using HP Printers.
This has recently been seen by Mondelez , the maker of Oreos. Their most recent personalized packaging can be seen in the picture at the top of the page. This achieved a huge success on their web site, “Once people arrived at the Oreo website, the purchase conversion was three times higher than the industry average”. The project is now running in China.
It is China were campaigns like this have really exploded, with 25% of Chinese Consumers saying they are willing to pay more for personalised packaging. The Custom and personalised packaging market is a prime example of new techniques that are being used to engage with the customer.
At the moment, consumers are willing to pay more for their personalised products. However, the more of this type of product that are seen in the market place the less special they become.
Among the most effective users has been Kraft Heinz. The cream of tomato soup costs 50p in a UK Shop, but customers are happy to pay between £2 to £3 to get a Get well soon version.
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