Last year, I wrote about the Heinz custom ketchup labels when they introduced the My Heinz web site. Now another major consumer product company is offering personalized packaging for their products. A few days ago Kimberly-Clark launched MyKleenexTissue, and I have to say even though they are not using labels it is very cool.
The Kleenex people have done a great job in recent years making their packaging more appealing by having artwork and attractive designs on the boxes. Now, they have gone one step further by allowing you complete customization of your box of Kleenex. The web site allows you to choose a background design, upload your own photo and put in a "frame". You can also add text in your choice of several different typestyles and colors. It is a very slick web site, the best that I have seen for customized packaging.
I placed an order over the weekend for my own personalized Kleenex. It was very simple - the whole process including uploading the photo only took five minutes even with some of the fine tuning I did. They claim that you will receive your order in 5-7 days which implies they will ship it out in just 2-3 days. The minimum order is just 1 box of Kleenex, and that costs just $4.99.
As a keen observer of customized packaging and labels, I am thrilled that Kimberly-Clark has made this move. They have executed it well and they are leveraging the power of digital printing to enhance their brand. Let's face it, Kleenex is pretty generic - all they have to differentiate themselves is their packaging. So they have introduced a way for their customers to have their very own unique box of tissues - they will probably keep the packaging long after the tissues are gone.
I firmly believe this is the start of a new trend - personalized product packaging. It has only just begun, but I predict you will see dozens of major consumer product companies with customizable packaging by the end of this year. And within 2-3 years it will be an option for most major retail products. Obviously the simplest way to do this is to create a personalized label - and for that you need digital label printing. So Lightning Labels intends to be at the forefront of this new trend.