Innovation in digital print is offering a wealth of opportunity…for challenger brands.
Though digital print hasn’t been as rapidly adopted as initially expected, the technology is still having a great impact on how brands behave and interact with consumers, opening up new opportunities for instant connection and gratification. Digital print enables brands to optimize time, energy and rewards and create more tailored experiences for their consumers by creating print that sits seamlessly within an integrated world.
Coke’s 2013 ‘Share a Coke’ campaign is one of the most well known examples of digital print used in a large-scale brand effort. Those infamous named bottles are back for a second summer, this time with over 1,000 popular consumer names replacing the Coke brand name and the opportunity for consumers to customize mini Coke cans at pop-up stops across the U.S. And the success of this initiative is a great indicator of how digital print could affect brand behavior in the years to come.
