Pernod Ricard UK’s Personalisation Campaign Success
16 Sep 2014 --- The advent of personalisation in different fields of marketing has not just brought many positive brand experiences, but also caused a notable rise in purchases. Pernod Ricard UK celebrated its success after having launched its “Your Signature Spirit campaign”.
The idea behind this campaign is that Pernod Ricard UK gives customers the possibility to create their unique and personalised message which is then printed on labels of “Chivas Regal 12 Year Old”, “The Glenlivet 12 Year Old” or “Aberlour 10 Year Old”.
The whole process from the label draft by the customer to the delivery of it is quite simple and quick: firstly, the consumer purchases the bottle in-store or online and - as proof of purchase - enters the barcode from the original bottle label. Then, the consumer personalises the label with a personal message which is then printed and delivered to the consumer within seven days.
CCL Label UK played a major role when it came to the realisation of these self-created, personalised labels – using CCL’s digital printing capabilities in combination with high end embellishments all produced at CCL’s East Kilbride plant in Scotland, CCL was the key player in putting Pernod Ricard UK’s campaign into practice. CCL were able to offer a high quality, cost effective solution with a high degree of flexibility utilizing state of the art Digital Printing and Finishing equipment, this was a key driver in CCL being awarded this project and supporting Pernod Ricard for this brand new campaign. The CCL seven colour process of digital printing plus the application of hot foil, flexo print, embossing and high build silk screen as embellishments let the product labels become outstanding and unique, and a very close representation of the current branded label.
Personalisation is a marketing tool which focuses on the adaptation of products to customers’ needs and preferences. This concept intends to divide customers into more focused groups by addressing them personally. To put it in a nutshell, personalisation avoids making consumers feel like being one of the crowd, but even more, like unique individuals. Choosing personalisation as a marketing strategy is an efficient way to success – CCL Label refines this concept by providing the right printing solution, its digital printing capabilities in combination with the high end finishing capability.
“We see the personalisation of bottle labels as building positive brand experiences and adding value at the point of purchase”, says Lauren Dragos, Pernod Ricard UK Customer Marketing Manager.
