Ultimate’s partnership with KitKat has delivered the latest impactful personalised packaging campaign.
Personalisation of packaging is again in the news, this time for Ultimate Digital’s work for Nestlé’s KitKat in producing thousands of wrappers with individual images and messages on them and sent to winners in its latest promotional campaign. It succeeds because the individual consumer and supplier of the chocolate covered wafer share an emotional bond, one created by print. With so many chocolate bars available, that is going to provoke greater loyalty to this tea break treat.
Brands want this direct connection to customers. It provides a huge amount of data on customer behaviour and the ability to talk directly to them without going through a retail supply chain ending with an unknowable purchaser in a corner shop. Is the typical buyer a school kid, pensioner or young mother? The normal route to market cannot easily discover, but through the direct contact that entering the competition brings, the producer can find out more about his customer base.
The campaign has also highlighted how the ability to decorate the product is only part of the job. The printer needs to be part of the original concept and must be able to deliver every aspect of its execution: from design, to print, to fulfilment and collecting feedback. It is just too disruptive for the brand to disrupt his normal production processes to cater for this handful of special versions. It is the power of print that creates the emotional impact that brands are seeking (think of the reactions when the personalised pack is removed from its envelope), but it is the power of printers that is needed to deliver this punch.
Take a break, have a punch
Ultimate’s partnership with KitKat has delivered the latest impactful personalised packaging campaign.
Personalisation of packaging is again in the news, this time for Ultimate Digital’s work for Nestlé’s KitKat in producing thousands of wrappers with individual images and messages on them and sent to winners in its latest promotional campaign. It succeeds because the individual consumer and supplier of the chocolate covered wafer share an emotional bond, one created by print. With so many chocolate bars available, that is going to provoke greater loyalty to this tea break treat.
Brands want this direct connection to customers. It provides a huge amount of data on customer behaviour and the ability to talk directly to them without going through a retail supply chain ending with an unknowable purchaser in a corner shop. Is the typical buyer a school kid, pensioner or young mother? The normal route to market cannot easily discover, but through the direct contact that entering the competition brings, the producer can find out more about his customer base.
The campaign has also highlighted how the ability to decorate the product is only part of the job. The printer needs to be part of the original concept and must be able to deliver every aspect of its execution: from design, to print, to fulfilment and collecting feedback. It is just too disruptive for the brand to disrupt his normal production processes to cater for this handful of special versions. It is the power of print that creates the emotional impact that brands are seeking (think of the reactions when the personalised pack is removed from its envelope), but it is the power of printers that is needed to deliver this punch.
Gareth Ward
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