The packaging that’s personalized is a buzzword that’s been making the waves, but it’s something that big brands are actually using.  Crayola, pepperidge Farm, and even Oreo and Coca-Cola are using this, as this is something that a lot of companies are realizing creates superfans. This creates a unique, personalized ownership, and let’s face it, people are looking to pay more for that.

Which companies are doing this? Well, let’s look at some of the leveraging that they use.

The Share a coke Campaign 

This is something that was originally done back in 2012 in Australia, and it’s a phenomenon that we still recognized. This was targeted at those who are younger, and also the older generations. This is because the personalization of their products offered what’s called an emotional connection with the brand, and it helped them buy more, taking sales and driving them to new heights.

This is something that was different from what we’ve seen before. The analog technology wasn’t going to work, so they decided to use digital personalized labels, and created some cost-=effective production, without making the quality or speed go down.

This actually increased the consumption by up to 7%, and the campaign definitely increased the sales by over 2%, which is huge for an already giant company.

Goldfish my Way Campaign 

This was a campaign done by Pepperidge Farm to celebrate the 50^th birthday of Goldfish and the face. This allowed customers to create a custom Goldfish box, and also allowed them to write personal messages and photos. 

This was actually advertised directly by the brand as a type of product and gift that’s special, and people could buy this for many events, including a kid’s first day of school.

This was something that really offered a connection, as it created a moment that was super happy in those people who loved these little fish snacks.

Oreo Color filled Campaign 

This was one in November of 2014, and Modolez created an ecommerce store that offered Oreo cookies that were personalized directly before the holiday season.

This was unique, because it let these customers create a fund branding experience, and it also took advantage of another unique trend: the adult coloring book trend. They were given a portal that they could choose illustrations, color this, and then add a message that was personalized to the package.

This actually created a product that was five times the price, but customers loved it, and the interaction of this offered a chance for people to pay more for something that they supposedly increased in their value.

Crayola My Way 

Finally, there was the Crayola My Way Campaign that was a fun one that allowed for consumers to personalize their crayons with a theme, message, and even images.

The coolest thing about this wasn’t the product, but just how it worked.  Crayons are not something that’s consumed super-fast, but they offer entertainment and a lot of fun, and many times, kids would use this for school years, sometimes even longer. It definitely solved a common issue that kids in school do have, the problem of identifying the crayons that were there. This lets them get the crayons that they have fast, and it also was fun.

So as you can see, many major brands still do use personalization, but you can too as a startup. If you’re looking to build your brand and create customer repeats, this is how you do it, and it’s worth checking out, especially for brand impact and the needs of this as well.