BXP - January/February 2018 - 24

A D V E R T O R I A L

The long game -
balancing brand identity and promotion.
Bill Hodges of Boutwell Owens talks about marrying brand with packaging customization.
The brand is your product's soul - the source of its integrity, and
the imprint it has on the mind of the consumer. No matter how
hot your promotion, whether it's seasonal, event-related or offer
driven, it's critically important not to lose the essence of the brand
in the process. Think about it. Nobody buys diet soda - they buy
a preferred brand. And while shopping, they're looking for that
familiar color, shape and logo. But there's a certain magic that
happens when you integrate a special promotion with a brand
that can actually win the hearts of more consumers. It's like the
marriage of head and heart. The promotion speaks to the rational
side of the mind - "Oh, 25% off if I act now" - and the brand
speaks to the emotional side with familiarity and attachment -
"This is the brand I trust."
Packaging meets the consumer
at the moment of truth

look of Coke. By adding the variable data feature

brand has a story to tell. It could be environmen-

of individualized names on each can and bottle,

tal, social justice, historical lineage or good deeds.

At Boutwell Owens, we have a philosophy. Packag-

they made the product intensely personal. It was a

Brand essence creates that emotional connection

ing serves both the immediate timeframe - such

perfect deployment of digital printing technology.

and familiarity so essential to building trust.

as a seasonal promotion - and the long-term

People know Coke, trust it, but rifled through the

strategy of brand identity and consumer loyalty.

cooler to find their own name. Engagement - they

The future has your name on it

Every successful interaction with a consumer

didn't just want any can of Coke, they wanted that

Individualization is where brands are going. But

adds to the cumulative branding story, which can

can, their can of Coke.

remember, it can take years to build brand identify

become generational in nature and turn a launch

and just weeks to ruin it. How to achieve the right

into a legacy product. In other words, targeted

Digital printing has hit its 2.0 moment

balance? Think of it as a two-part process. Brand

promotions can actually double as brand builders.

Not too long ago, digital printing was thought of

identity builds trust and loyalty, while personaliza-

Here is a great example.

as a solution for smaller runs. But with technology

tion and the value proposition close the deal. Now

like the HP Indigo 30000, we can version easily

you're ready to start. How about a New Year's pro-

The Share a Coke Campaign

and achieve offset printing quality at competitive

motion for teetotalers, a dog treat for Dachshunds

Coca-Cola hit the jackpot with their Share a

speeds, and with personalization that is truly

or an eco-friendly bug repellent? Brand owners are

Coke campaign, which originated in Australia

groundbreaking. With this technology, Boutwell

crafting promotions like these as we speak. Some

and quickly spread around the world. Talk about

Owens can do variable data, variable imaging and

will work and some won't. As long as your concept

delivering a memorable consumer experience. The

Mosaic printing. The quality is amazing. We are

is aligned with your brand

intention of the promotion was to be disruptive,

entering an era where it's possible not only to create

identity, go for it!

and they succeeded beyond expectation. After

packaging that calls out the consumer's name, but

seeing her name on a can, Lucie Austin, director of

speaks in his or her language and culture. That has

marketing for Coca-Cola South Pacific, put it this

made packaging a marketing channel.

way, "My reaction was childlike and I knew many

Learn more about
personalization at
www.boutwellowens.com.

What is your brand's story?

*"Share a Coke: How the Groundbreaking Campaign

Remember Coor's Beer with mountain spring water?

Got Its Start 'Down Under'", by Jay Moye, Innovation

and bottles, Coke had violated their precious logo

Or how about Tom's shoes or Volvo? One made

(http://www.coca-colacompany.com/stories/share-

space. Yet the brand stuck firm with its signature

their brand about a natural ingredient, one about

a-coke-how-the-groundbreaking-campaign-got-its-

color and graphics, still reflecting the age-old

charitable giving and the last landed on safety. Every

start-down-under).

others would have the same reaction."*
You could argue that by personalizing the cans


http://www.boutwellowens.com http://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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