The successful “Share a Coke” campaign, which launched in Australia in 2011, has reached India. 110 million labels are expected to be printed using the HP Indigo 20000 press.
Labels in 12 languages will invite customers to “share a Coke” with any of 20 relationships, including Bae, Bro, Dude, BFF, Dad, Mom, and Daughter. They will be printed on an HP Indigo 20000 digital press at Huhtamaki in Mumbai, and Ajay Bathija, director of colas for Coca-Cola India and South-West Asia, said he was delighted to partner with HP for the Indian campaign.
“This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke,” he said.
According to Michael Boyle, vice-president for graphics solutions at HP Asia-Pacific and Japan, the HP Indigo 20000 is a good choice for converters looking to enter the growing market for mass personalisation.
“The HP Indigo 20000 opens a realm of possibilities for flexible packaging converters, by enabling them to efficiently and profitably cope with changing market demands for shorter runs, more varied SKUs, and customized campaigns,” he said.
“HP Indigo is the only digital color printing process that matches gravure quality and is safe for primary food packaging.”