If you want the Nutella cocoa pot to have your name, you can request it via Facebook. The company Renova also offers the possibility to include in the paper handkerchiefs the message that the customer wishes. But the one that's been very successful in marketing personalized products has been Coca-Cola. The multinational soda giant also offers the possibility of customizing cans or bottles over the Internet, but without waiting for orders, it has directly launched products with proper names to the market. In order to launch the campaign in the Spanish State, those responsible for the multinational went to the Statistical Institute. They chose the most common names of men and women to put them in cans, chose some random names, added some names in Basque and Catalan so that we all would be at ease (although they also rejected the request to put the motto in Catalan), and finally wrote on the labels “your grandmother”, “your boyfriend”, etc., in order to take as much of the market as possible.

The campaign was conducted for the first time in Australia under the slogan “Share a Coke” (sharing a Coca-Cola). They were subsequently carried out in the United Kingdom, Ireland, France and Belgium. In the Spanish state, the campaign was delayed to prevent it from joining the campaign to promote consumption in bars.

The results of the campaign in Australia are very significant. The consumption of soft drinks in this country increased by 7% among young people. Growth is spectacular given that the brand has maintained a large part of the market for many years. But the results are even more spectacular in terms of “branding”, that is, its indirect effects on the brand. The campaign was made with 18 million mentions in the press and internet, and the traffic on the Facebook page rose 870%. In addition, the brand loyalty campaign has no deadline; many consumers will keep a can or bottle with their name, or put it on a shelf in their house, so Coca-Cola will always have the announcement inside the customer’s home, with a special personal link to the product.

In fact, although the motto calls for product sharing, the campaign has not particularly aroused consumer altruism. There will be someone who buys a product of his own with the name of a friend or relative, but most of the time he is looking for his name. It is enough to go to the websites that mention the campaign to see what the sentence is most repeated in the comments: “How can I get a can with my name?” The campaign has managed to touch the consumer's ego and avoid rational decisions when buying the product. In the words of Iberia’s president, Marcos de Quito, Coca-Cola, “emotions are stronger than reasons; emotional marketing has won the battle.”