After reading an report last week that Coke's idea of putting names on cans was one of its most successful campaigns ever, I have to swallow my pride and admit I never thought it would be a goer.
But you cannot underestimate the power of personalisation. The trouble some have gone to to find a can with their name on it is unbelievable. Serial tweeter and Deloitte Digital CEO in Australia, Pete Williams, tweeted last week that he'd finally found a can with his name on it. "Straight to the poolroom," he tweeted (the Aussie version of the trophy cabinet).
So congratulations to the people at Coke for their much greater appreciation of consumer behavior than yours truly.I have one challenge though - could you please set up a digital can printer in retail outlets so we don't have to freeze our hands searching frosted for a can pre-printed with our names? Now that would be fun because we could progress to nicknames and other terms of endearment.