New campaigns from Coca-Cola and Heinz are going the extra mile to add a personal touch to their brands.
While the two promotions have their own unique twists, both incorporate consumers’ names right onto the packaging.
Heinz’s UK-only campaign encourages customers to log on to the company’s Facebook page and send their friends a personalized can of Cream of Chicken or Cream of Tomato soup (Read more here). For around $3.00, Heinz fans can send their under-the-weather friends a fresh can of soup with their own named emblazoned right on the label.
Coca-Cola Australia is running a similar promotion. To contrast the Heinz user-generated packaging, Coke has done their homework and already looked up the 150 most popular names in Australia. Bottles bearing different names from the top 150 are now available in stores. As an added bonus each name has an individual song written about it, which you can hear on the brand’s Facebook page (Specifics here).
The idea of adding personality to a brand or product is nothing new. However, rarely does that personal touch go much further than a consumer’s sentiment towards a brand. Coca-Cola and Heinz are taking advantage of the two-way conversation Facebook enables them to participate in and connecting with consumers on a deeper, more intimate level.
It’s not uncommon to see a person wearing a sweatshirt or hat with the name of a particular brand or product on it. But seeing that same product adorned with a label bearing that person’s name? I’d say the consumer-product relationship has certainly flipped with these two campaigns.
In a way, these two companies are sacrificing their brands and the most prime real estate on their own products for the betterment and promotion of the consumer’s own personal brand.
This isn’t any bottle of Coke; this is Dan’s Coke, it says so right on the label! Heinz’s Cream of Chicken? No, no. This Cream of Chicken belongs to Dan, it’s custom-made to help me get over this nasty cold.
Both are fun campaigns that optimize the connectivity and targeted marketing capabilities social media gives marketers. I wouldn’t be shocked to see a massive spike of similar campaigns in the future if these two prove to be successful.
*Special thanks to @JonathanForHire for the heads up on the Coca-Cola campaign!