Packaging Strategies recently sat down with Bill Kral, Chief Commercial Officer of Inovar Packaging Group, to discuss the advantages of digital printing when it comes to providing flexibility to brand managers.

BK: If you think of the “Share a Coke” campaign … a different name on every bottle of Coca-Cola. That’s an example where a very large brand used digital printing to personalize their product to attract a younger generation back to their product. By personalizing their product, they created a connection with their consumers which, I believe, resulted in over 100 million social media posts.