Why Brands Like Coca-Cola and Bud Light Are Making Packaging Personal

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Global marketers are taking a more personalized approach to reaching consumers. This year, several have tinkered with logos and packaging, adding names, words, teams or whatever the brand sees as a way to make a deeper connection with shoppers. "Consumers—and more specifically millennials—love a customized, personalized experience, and leveraging packaging is the best way to tap into" that, said Alex Lambrecht, vp of Bud Light.

Younger generations embrace individuality, and these personalized efforts cater to that, added Brian Rafferty, global director of research insights for branding firm Siegel+Gale.

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