Nice Package

Brands let consumers customize their packaging

Increasingly, consumers are seeking products with personalized packaging, instead of ones merely emblazoned with a brand’s name. With the rise of extreme individualism, they want ways to put their own stamp on the products they purchase. Brands can benefit by letting people customize labels, forging a deeper connection that can lead to long-term loyalty.


This holiday season, Oreo is handing the package design reins over to consumers via its Colorfilled campaign. Fans can visit the brand’s website to digitally draw on packages designed by artists Jeremyville and Timothy Goodman. Alternatively, people can order blank packs that come with markers so they can physically draw on the wrapping. Both options will be mailed to recipients for $15. Not only does the initiative let people flex their creative muscles, but it also, much like the adult coloring book trend, provides a simple outlet for stress reduction and mental wellness.


After Beck’s discovered how much people enjoy scratching the necks of beer bottles, whether absentmindedly or deliberately, it created a limited-edition “Scratchbottle” that specifically invites drinkers to inscribe designs all over its packaging. The aluminum-based wrapper comes off under drinkers’ fingernails, much like a lottery scratch ticket, letting them doodle as they sip. By turning the bottle into a canvas, the brand sought to provide an even more interactive experience and let people express themselves. Drinkers were excited by the campaign, as evidenced in their tendency to share their creations on social media.


Last month, Marmite launched a campaign in which consumers could purchase jars with their names on them, much like Coca-Cola did with its highly successful Share-A-Coke campaign and did Nutella. Fans can visit its Facebook page, where an app lets them type in the name or word they want printed on the label of their container and order it for £4.99. Consumers can also opt for holiday labels that say either ‘naughty’ or ‘nice’. The brand created a London pop-up shop around the initiative, where visitors are able to grab a custom jar on-demand.