The Most Successful Campaign: A blockbuster that went viral – The Coca Cola Galactic Bottles

Let us start with our most successful campaign. In 2019 the new - and supposedly - last Star Wars movie was going to be released in Cinemas. Our customer has reached out to us and wanted to generate a special campaign around the movie releases with bottles that beside the Coca Cola label were displaying characters of the Star War universe. Part of this bottle should’ve been lit up and then bottles should’ve been distributed around special stores, to make the crowd “hunt” for them and so engage in a special manner.  

The idea was to spice up the bottles with labels that light up. The first and most important challenge was to decide what should light up. Our desire was to make sure that the consumer wants this bottle badly. In order to achieve this, it is important to create an emotional connection that makes logically sense to the consumer. Following this light can not only be gimmick but needs to seamlessly fit into the narrative. After having discussed multiple elements, it was clear that the light sabers need to light up. This is what lightsabers do. And then the rest is history.  

Let’s boil this down to a recipe.  

Recipe: The recipe of this marketing campaign involved placing a label on the bottle and utilizing well-known intellectual property (such as a movie or comic). The design illuminated a recognizable aspect of that IP, that allowed to create a natural connection, creating value beyond utility of the light itself.  The illumination size was moderate. The bottle itself was made of PET material. The timing of this design coincided with the release of a new IP in cinemas.

Result: These bottles have become collectibles among fans of the IP, selling for 2000 USD and remaining sought-after items. The IP has driven consumers to wait 24 hours before the store opens to buy one of the bottles – a phenomenon similar to product launches from Apple. The combination of a two strong IP, finding the right things to illuminate, and perfect timing (release of a new movie) has led to a viral campaign with over 250 international publications and 21 industry awards.

To improve: PET bottles used have a low perceived value by consumers due to deformation over time and also due to the bad press that plastic packaging is getting recently. A glass bottle is perceived as a high value product and thus the better option.

Another Highly Successful Campaign: Addressing the right time with a brand that simply fits

In 2018 we’ve sent our “Hello world” to the packaging and consumer goods industry with the Cooperation on the Coca Cola BeSanta Campaign.  The design involved placing a label on a glass bottle featuring the company’s existing brand IP, specifically the company logo. After touching the label, the iconic spencerian company logo was lit. The illumination focused on a well-known aspect of that IP, since our customer has been very active in promoting light around the world around Christmas. Also, the timing of this design was aligned with the Christmas season, which made it a perfect fit between emotions and functionality.

Result: These bottles have become collectibles among fans of the IP. The glass bottle holds a high perceived value and continues to look great even after 6 years – truly a remarkable collectible. It has been honoured with 5 leading industry awards, including the WORLD PACKAGING AWARD and until today remains the most sought off item at Inuru, where fans contact us regularly.  

What Not to Do: Rather than restricting this product too narrowly, consider utilizing it as a powerful brand merchandising item. Widespread distribution can effectively promote the brand among consumers.

Third Remarkable Campaign

The configuration involves a label on the bottle with personalized illumination, specifically targeting an element related to the audience. This innovative approach is further amplified by a robust social media campaign. The bottle itself is made of PET material, and the illumination size is intentionally kept small.

Result: These bottles have been extremely well-received on the internet, creating high hype. The regional appeal has strongly resonated with the target audience, leading to a positive return on investment and a successful campaign.

What Not to Do: After the initial hype, the collectible value was lower compared to the other items. This can be attributed primarily to two factors: the PET bottle material and the small illumination size. The illumination size was too small for people to appreciate, and simultaneously, the PET bottle material diminished its collectible and reselling value. Additionally, the regional aspect intentionally limited the product to a specific segment of the existing market, making it less relatable to other consumers. While this isn’t necessarily negative, it’s an important consideration.

In summary, after analyzing the optimal recipe for utilizing OLED labels in marketing, we have distilled key insights from six years of marketing campaigns:

1. Leverage Strong Intellectual Property (IP): Utilize an existing robust IP, whether it’s your own brand or, even better, a well-known external IP.

2. Strategic Design Timing: Ensure that the illuminated design aligns with the right timing. For instance, consider lighting up a Christmas tree during the holiday season or featuring an IP coinciding with the release of a new game. This capitalizes on existing hype and creates a memorable association.

3. Emphasize Product Quality: Prioritize quality materials such as glass or aluminum over PET. This enhances perceived value and transforms the product into a collectible item. Brands like Coca-Cola and PepsiCo have successfully employed this approach with collectible cans, while Nike has done so with street signs from soccer fields.

1. Influencer and Ad Campaigns: Amplify your campaign through influencer collaborations or targeted ad campaigns. Focus on the critical minority of enthusiasts who genuinely love the product. For instance, if your IP relates to a geeky movie, engage with the geeky fan community to generate immediate hype and viral content.

By following these practical guidelines, you can effectively utilize OLED labels for impactful marketing campaigns.

‍