How to “Stay Extraordinary” with Variable Data Print
When it comes to standing out in a crowded marketplace, few competitors are as creative as the folks over at Coca-Cola. Making a splash by highlighting consumers’’ uniqueness, Coke continues to impress by giving the people what they want – to be extraordinary.
Aside from the increasingly popular summer 2014 “Share a Coke” campaign in which 250 of the most popular names among teens and Millennials plastered across 20-oz bottles had thirsty consumers clamoring to find their name on their favorite fizzy beverage, Coca-Cola turned up the uniqueness factor about 8,000 notches with their Extraordinary Collection – a campaign where Coke Israel created two million perfectly unique Diet Coke bottle labels. The theory behind this extraordinary marketing push was that, like Diet Coke fans, no one bottle is the same.
The complex campaign revolving around the “Stay Extraordinary” tagline features one-of-a-kind bottles in millions of unique and vibrant designs allowing consumers to sip from a bottle that is completely exclusive on the individual level. By speaking to their audience on a more personal level while emphasizing exclusivity, Coca-Cola generated a 2 percent increase in sales, which – in the grand scheme of overall Coke sales – means big money.
How did they pull it all off?
No, there wasn’t a massive sweat shop of Coca-Cola designers cranking out two million individual designs by hand. The heavenly hues and creative configurations used in this campaign were actually produced by a patent pending algorithm that automatically generates a virtually unlimited number of unique graphics, based on a fixed number of seed patterns. The results of this mathematical magic are mass produced one-of-a-kind designs suitable for a wide range of digital printing applications.
So how does it work?
This dynamic personalization application uses a vector PDF file as input and automatically generates a high volume (literally millions) of unique graphics for embedding into a variable data job by randomly transforming each of the base patterns using scaling, transposition, and rotation. The results from this automation can then be used as variable image assets in the graphic design for variable data print jobs (i.e. each piece being completely unique). See the below branded seed design (PDF source file) and the various generated versions as a result of the auto-distortion.
What is it used for?
This robust auto-creation software can be used to build one-of-a-kind products that create a memorable customer experience for your intended audience. By emphasizing exclusivity, consumers may find value in getting their own unique final product.
How do I get my hands on it?
Mosaic is a plug in compatible with the work-flow automation software designed for any HP Indigo Digital Press. So if you have a hankering for infinite designs, finding a print service provider who fits those criteria will bring you one step closer to achieving design variation on a truly massive scale.
Want to see more? Check out this marketing collaboration video by The Coca-Cola Co. outlining their innovative “Stay Extraordinary” campaign!