The trend for personalising FMCG packaging has welled up from a ripple to a wave. For the last couple of years, social media has been alight with Starbucks cups and Coca-Cola bottles, proudly displaying our names.
One criticism of Coca-Cola’s campaign, is that perhaps inevitably, not everyone gets a look in. Savvy brands, such as Irn Bru up in Scotland, have seized their own opportunity for glory. If we’re to believe them, bottles with ‘Fanny’ emblazoned across the label isn’t some cheeky appeal to our puerile side; it’s a proud reflection of local heritage. And Coca-Cola Israel’s own response does not disappoint. They took things a step further. Purchasing top outdoor billboard media space, they set about creating some interactive, location-aware advertising. Hooked up to a specially made app, users simply had to submit their name and, when that user was approaching the billboard, it was able to detect their presence (using geo-fencing), and emblazon their name for all to see.
The app ranked number one in the app store on day one with in excess of 100,000 downloads – and arguably, became a far more personal campaign than the packaging campaign itself.
