Including personalisation within your brand can be the stepping stone that you’re looking for to ensure that your product is set apart from the rest. With so many products available on the market, across many industries, it becomes more and more of a challenge to ensure that your product stands out – and is successful.

Now, it seems that manufacturers and brands are starting to transition towards more personalised packaging solutions, as consumers push for more personalised products. This is down to consumers starting to realise there are more options than the mass-produced “one size fits all” products.

It can be a bit of a challenge to execute a personalised element to your product packaging, but it also opens up several benefits for brands as they create strong relationships with consumers – and potentially create a whole band of repeat customers for the future. It also offers a way for brands to introduce an adaptable and creative approach to their product packaging.

Share a Coke with…

A great example of personalised packaging is the ‘Share a Coke’ campaign that started in 2013. This allowed consumers to select the product that featured one of the UK’s most popular names in place of the logo. The campaign was a big success, and continued on for a few years, with 150 million personalised bottles sold in the UK. It got to the extent that Coca-Cola would visit various places in the UK, offering consumers the chance to get their own name on a label, appealing to customers with less common names. This demonstrates the impact of personalised products, and how successful the product can be when it’s part of a carefully thought out campaign.

Sephora engraves perfume bottles

Another example of personalisation is the campaign that Sephora designed, which allowed any customer who purchased a 70ml fragrance or larger to get their perfume bottles engraved with their name. This was a free alternative to a ‘signature’ bottle of perfume, without having to create a bespoke fragrance, and was offered at some of Sephora’s many store locations across the world. This example again demonstrates the impact that can occur by simply including the customer’s name onto the products.

Of course, it’s not always feasible to set up personalised product campaigns like the examples above. But personalisation doesn’t mean that every bottle needs to have the purchaser’s name on it – even limited edition products and small batch artisan products have an element of personalisation to them. This is because they offer consumers something that isn’t mass produced, and something that only a handful of others have. Ultimately, this gives the product additional worth, as it becomes much more noteworthy and exclusive.

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