Getting Personal

Personalized packaging takes off across consumer categories

The international success of Coca-Cola’s “Share a Coke" campaign suggests that, unsurprisingly, people really like things that are about them. Lately, other companies have been following Coke’s lead, temporarily swapping their logos in favor of designs that let consumers choose or create a look tailored to them as individuals in an extension of the Debranded trend.


In a darkly playful twist on personalized snacks, Snickers released a series of bars this September that feature various hunger symptoms in place of its logo, helping people not-so-subtly hint to famished friends that they’re not themselves when they’re hungry. Friends can choose from 21 customized bars ranging from the critical (Cranky, Whiny, Ornery, Curmudgeon) to the more light-hearted (Feisty, Loopy, Spacey, Drama Mama). The brand also released a digital spot in conjunction with the campaign: Dial-A-Snickers features a hotline operator who diligently dispatches messengers to deliver the appropriate Snickers to those in need of a boost.


For all the dog lovers who believe their pet is one of a kind, now there’s a way to prove it. The Just Right by Purina platform lets owners enter specific details about their pet, such as age, breed, coat condition, and activity level, and Purina’s nutrition team then recommends a food to match his or her unique profile. Owners can also choose from a selection of protein sources, target specific wellness areas, and even consider a blend formulated without grains. But perhaps the most appealing part is that the grub is sent in a personalized bag bearing the pup’s own name and photo.


Dutch brand Medea Vodka, which features patented LED strips on its bottles, introduced a mobile app that leverages Apple’s iBeacon technology to let imbibers choose from a range of scrolling personalized messages. The bottles come programmed with six phrases: “I Love You,” “Happy Birthday,” “Happy Anniversary,” “Congratulations,” and “Thank You.” Taking things a step further, the brand also makes it possible for messages to be shared via social media and email. They’re not the only alcohol brand getting personal of late. This summer, Bud Light launched NFL cans that let drinkers show allegiance to their favorite team while watching the game.