Coke bottle labels as wristbands

Engaging with the young

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Coke
Coca Cola’s detachable wristband on its bottle label has become very popular among the youth

According to McCann, the idea is already a hit in Romania, where youngsters have started collecting and wearing them as a fashion statement. Coca Cola partnered with some of the leading music festivals in that country, such as Transylvania’s Untold Festival, which recently, named the Best Major European Festival at the European Festival Awards. According McCann, around 75 percent of Romanian teens responded positively to the campaign resulting in a sales jump of 11% which is substantial, considering the scale at which Coca Cola operates.

This is one of the most exciting ways of reaching out to the youth all over the world where music festivals are attended mostly by them but it could also transcend the age barrier and become popular with other age groups as well. For now though, Coca Cola probably thinks it’s better to focus on the young crowd and they are everywhere, not just in music festivals. This is truly a brilliant idea that can be sustained for the simplicity with which it can be implemented and the potential gains it promises as the results in Romania prove. It proves customer engagement is always the winner.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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