Package Design - January/February 2015 - 53

feminine execution of that brand experience.
There is a most traditional and most contemporary execution, a most playful and most sophisticated, a most adult and a most all-family
articulation of that same on-brand message.
Big data can drive part of the customization
process without losing the brand's authenticity.
It provides a formula of how the brand should
engage each consumer. And brand identities will
become customized to each individual and their
unique expression of the on-brand message.
INITIAL EXECUTIONS OF THIS
EMERGING MOVEMENT
This is starting already, with the Share-a-Coke
campaign (read more about Coca-Cola's mass
customization campaign in the September 2014
and January/February 2014 issue of Package
Design); the Goldfish My Way campaign, where
consumers can add a picture of their child or

family to a customized package (Learn more
about the personalized packaging campaign
from Package Design's webinar, www.packagedesignmag.com/digital-by-design, on digital
printing featuring Lisa Rousseau, Pepperidge
Farm's director of global design and visual equities, as an expert panelist in the Q&A portion of
the event); the MyJones soda campaign, one of
the first major brands to allow consumers to
customize their packaging with their photos
(read more about MyJones and other mass customization campaign in the December 2013
issue of Package Design); and the Heineken
online custom bottle offering in Europe, for
which consumers select and modify their
Heineken bottles (yourheineken.heineken.com).
But these are the expected innovations that
occur at the onset of any trend. Big data driven
customization is not a trend but a tectonic shift
in the way that consumers demand that brands

behave, literally ushering in Branding 4.0. Soon
consumers will each see a very different initial
package design online, based on their prior purchase behavior.
What if consumers could create their own
brand identity reflecting their own desired
brand experience every time they buy each
brand? What if we give consumers the controls?
What if, like sliders on an equalizer, consumers
could select the "power level" of each of 10 to 12
variables and see their own creation evolve live
as they create it. Consumers could select their
own articulation of the brand identity for each
and every product usage experience.
Why should they want it to change every
time? Because that consumer might want to
bring a bottle of wine to an elegant dinner party
and the next day bring that same wine to a picnic. Shouldn't each experience be different to
match every one of these usage occasions?

Consumers no longer want choice. We want our specific
brands, and we have trained ourselves to quickly scan
between the 38,000 brands in the average supermarket
to find just those 10 or 15 that we have affinity with.

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Package Design - January/February 2015

Table of Contents for the Digital Edition of Package Design - January/February 2015