Probably one of the first, and most successful examples of a big FMCG brand doing a personalised campaign, was Coca-Cola’s bottles and cans launched during the summer of 2013. Although a personalised Coke bottle is not exactly something you would keep for a lifetime, or something that holds great sentimental value, consumers relished the opportunity to have ownership on one of the biggest global brands. Nutella and Marmite have followed suit this year launching similar campaigns just in time for Christmas. This similarly allows consumers to put their mark on a brand by entering into co-creation and collaboration.
At the luxury end of the scale, brands like Burberry and Louis Vuitton offer personalisation including monogramming and embroidery for high-end goods, while bespoke Bamford Watches offers one-of-a-kind customised watches at a serious price, customising Rolexes starting at £15,000 and modifications adding a further £1,000 to the price. For this market, personalisation is essentially about exclusivity of status, and bespoke designs offer individualisation that comforts with the thought that no one else in the world will own the same thing.