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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.
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