At the recent DSCOOP conference in Dallas I attended a panel with some major consumer brand owners. There were executives from Proctor & Gamble, Frito-Lay, Texas Instruments and BIC. These are all multi-billion dollar consumer product companies that spend a huge amount of time thinking about product labels and packaging.
Michael Ferrari is the global research and development manager for Proctor & Gamble and he made the following statement in response to a question about personalization: “product packaging personalization is a tidal wave that is coming.” He went on to say that all consumer brands need to think about how they can introduce a personalization option into their packaging.
This is an idea whose time has come. All the technology is in place right now to make this happen. There are a number of forward thinking companies who are already making personalization an option for their products. Here is a list of ten companies that are at the start of this tidal wave:
- Jones Soda – the granddaddy of personalized product packaging. The MyJones program has been available since 2002 where consumers can upload a photo and order their very own six-pack of soda.
- Heineken – this program is only available in Europe right now, but it allows you to choose from over 100 designs for your personalized six-pack of beer. You can add your own text and even add a photo to some designs.
- Pringles – you can create a can of Pringles with your choice of background, text, and you can also upload a photo.
- Heinz – a very simple program where consumers can customize the text on a Heinz ketchup label.
- Kleenex – the My Kleenex Tissue program allows you to add your own photo and text to an oval box 0f Kleenex.
- Sharpie – the My Sharpie program allows you to choose your Sharpie colors and customize with two lines of your own text.
- Pernod Ricard – this is a different program insofar as you don’t order the actual product online. It is from wine and liquor producer Pernod Ricard, and the way this works is you customize their label with text and then they mail the actual labels to you free of charge. Currently, you can personalize Chivas Regal, Kahlua or The Glenlivet.
- M&Ms – here you are not actually customizing the packaging, but rather the actual product itself. You can do two lines of text or a simple photo.
- Personal Wine – order just one bottle of wine from a select number of different wineries. You can personalize the wine labels with your own photo or choose from one of the templates.
- Baker’s Dog – upload a photo of your favorite pooch and order a bag of dog treats with the photo on the product label.
If you click through all the above links you will notice that some of these web sites are very sophisticated and some are simple. But the fact is you don’t need a large marketing budget to get started offering personalization to your customers. You can start with a simple site that just allows some text personalization and be up and running in a couple of days.
There are several advantages to having a personalization option for your products. You can engage your best customers and have them become even more committed to your brand. Done well, this can lead to a viral marketing campaign that can give your company some great exposure. Also, you can charge a premium for a personalized product – it has a much higher perceived value than a non-personalized product.
The younger generation of today have grown up with personalization. They are the reason this tidal wave is coming. You can give your company a head start by starting a personalization option for your product labels. Of course, here at Lightning Labels we will be happy to print your personalized labels and help you get started.