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Truly 'Extraordinary': 2 million labels, 2 million designs

The Coca-Cola Company has pushed digital printing to the next level with the Coke Extraordinary Collection—2 million bottle labels, each one with its own graphic design.

Pw 74560 Coke Extraordinary

After experiencing wild success with its mass-personalization label project for the Share a Coke campaign (see pwgo.to/1149) now in 53 countries, The Coca-Cola Company has pushed digital printing to the next level with the Coke Extraordinary Collection—2 million bottle labels, each one with its own graphic design. Coke launched the program in Israel in summer 2014 with its 0.5- and 1.5-L PET bottles and 33-cL glass bottles of Diet Coke.

The project was made possible through close collaboration with digital press supplier HP Indigo, which Christian Menegon, Worldwide Business Development Manager for HP Indigo, says was challenged by Coca-Cola to stretch the limits of digital print technology. “When the Share a Coke campaign was on the shelf, they saw the ability of print with some mass customization, and they wanted to stretch the technology one step further,” he says. “Basically the idea was that they would be able to give each and every consumer something different. So even though the liquid inside was the same, and the bottle was the same, the decoration would be different for each person.”

To enable the printing of the 2 million different designs, HP Indigo created a software algorithm that allowed 25 base patterns to be randomly stretched, cut, rotated, and otherwise manipulated before being printed on an HP Indigo WS6000 high-volume digital press. “It was not just a matter of changing data,” says Menegon. “It was printing all of the artwork in a different pattern at production line speeds. So it was really a stretch, but it worked.”

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