The team that brought to life the Share a Coke campaign is behind a new promotion for personalising VB stubby bottles. Labeltopia has partnered with Carlton & United Breweries to deliver the goods.
The My Victoria Bitter campaign is giving fans of the brew the opportunity to add a name to the label of the iconic Australian stubby.
Labeltopia, which offers end-to-end solutions for personalised packaging, is providing the e-commerce and fulfilment capabilities for the personalisation campaign.
Jack Colvin, head of e-commerce and fulfilment for Labeltopia, explained the process to PKN: “Once the order is approved, it’ll come through our system where we will then sequentially print out the labels for each carton, using our Konica Minolta AccurioLabel 230 labelling press.”
“We then run each carton through our label application machine onto clean skin VBs. It’s quite labour intensive as we have about five to six touchpoints per bottle to get it out through the machine and back into the carton.
“From there, we put some dividers in, glue the box back up, send it down to have a barcode label printed on it as the leading label, scan it onto our system, then send it off via AusPost to the happy customer.”
Labletopia is part of the Labelmakers Group, which acquired the company, previously known as Brewtopia, in order to extend its value-added services to its brand partners.
The company has in-house capability to co-develop personalisation campaigns for brands, offering e-commerce platform management, digital label printing, label application, re-packaging, picking and packing, warehousing, national distribution and customer service management.
Drawing on its extensive e-commerce and fulfilment experience, Labeltopia develops prototypes from artwork file to a labelled product, including packaging required for shipping, across a range of categories such as food and beverage, confectionery, and health and beauty.
“Our market offering is around personalisation on a mass scale, but we also offer full e-commerce store development, and drop shipping capabilities,” said Colvin.
“We are partnering with a couple of companies at the moment where we are completely developing, designing and executing the e-commerce platforms, and managing that entire process in-house.”
The personalised VB stubbies are now available for purchase via the Cellarbrations website for $125 a carton.
Personalisation includes a maximum of 18 characters (letters, numbers and certain punctuation permitted), and is available on cases of VB 24 x 375ml bottles only.