Personalization, customization and uniqueness are the marketing buzz words of the times. Packaging personalization has recently burst onto the scene with major brands like Snickers, Coca-Cola, and Bud Light paving the way for unique messaging through packaging.
The personalization trend is a response to the explosion of millennial consumers (another buzz-word in its own right). Millennials, as stereotypically defined, are self-absorbed and obsessed with individualism.
So how do you best reach a demographic that is obsessed with being unique? Give them products with unique packaging!
The resulting effect of using unique packaging is that consumers, particularly younger consumers, will become loyal brand followers.
The most recent example of unique packaging is found in Dr. Pepper's new "Pick Your Pepper" campaign for summer 2016.
The campaign will feature millions of unique label designs that are largely focused on millennial nostalgia.
So how do companies pull off millions of unique label designs?
It might seem pretty daunting if you're running a small to medium-sized business to compete with these guys pulling off these crazy marketing campaigns with their label designs.
They're simply leveraging advances in digital printing technology.
New label and packaging printers, like the HP Indigo WS6800 press that we use for digital label jobs at LabelValue.com, have software that is capable of inserting different designs and text at random or in a planned manner.
You can do this whether you're printing 5 thousand labels or 5 million, that's what the big companies don't want you to know. But that's the way the technology works - it's more accessible to smaller businesses than ever before.
That means that you don't have to invest insane amounts of money to pull off this type of marketing campaign. You just have to have the right label supplier, like us (shameless plug, but seriously, we think we're pretty awesome to work with!), who is willing to work with you to create the campaign exactly how you envision it.
The hardest part is assembling the design, but the software used can even take a single design and cut it and manipulate it into many dozens of variations.
How can you use the latest label printing technology for your business?
Theoretically, let's say you brew craft beer.
You want each bottle in your 6-pack to have unique messaging and design. You want them to add together into a cohesive message and design. Traditionally, you would have to order rolls of labels with each of the 6 designs you want to use. You would have to buy 6 times as many labels as you need.
With the new digital label printing technology, you could print all 6 designs on one single roll.
Alternatively, if you wanted every single label on the roll to have a unique bit of text (like Coca-Cola did), you could come up with your designs and then insert the variable data from a spreadsheet you had created.
Ultimately, there is no limit to what you can accomplish with the latest label printing technology.
Whatever you can imagine for your labels, we can print. Give us a call at 800-750-7764 or get a custom label quote online here to find out how you can get started with your personalized, unique labeling project today!