HP powers Share a Coca-Cola campaign

Infotech Lead America: HP announced that it produced personalized labels on HP Indigo WS6000 series Digital Presses for Coca-Cola’s Share a Coca-Cola campaign.

Launched across Europe on May 1, the campaign is designed to help Coca-Cola engage directly with its consumers in 32 countries.

It substitutes the Coca-Cola logo on bottles of Coca-Cola, Coca-Cola light and Coca-Cola Zero with 150 of the most popular first names, nicknames and terms of affection in each country.

The project — supported by an integrated marketing program to connect consumers online — combined conventional printing technology with HP Indigo Digital Printing to create 800 million personalized labels.

Marit Kroon, marketing manager, Europe, Coca-Cola, said: “The ability to personalize such a high volume of labels with HP Indigo Digital Presses, while achieving the quality and consistency that Coca-Cola requires, opens up new possibilities for creative campaigns moving forward.”

The project consisted of 8 label converters across Europe who coordinated production of the personalized labels on 12 HP Indigo WS6000 series Digital Presses.

The presses ran 24 hours per day for approximately three months to produce almost 800 million labels, the largest job on record for the HP Indigo WS6000 series Digital Presses.

During the months of continuous printing, the HP Indigo WS6000 series Digital Presses have proven to be exceptionally reliable, achieving record productivity and press uptime of 86 percent.

The static content on the labels for this project was first printed conventionally on a 38- micron BOPP wraparound material and then personalized with the names using HP Indigo WS6000 series Digital Presses. HP Indigo Digital Presses used for this project were set to the same configuration and settings for complete alignment and consistency during production.

Additionally, to ensure the Coca-Cola brand color was maintained across all machines, HP Indigo formulated the Coca-Cola Red Ink. This ink served as the benchmark for all of the conventional and digital printing for the Share a Coca-Cola campaign. It also will serve as the reference color for Coca-Cola in the future.


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