Web-to-print meets large-scale personalized consumer packaging.
Chew on this one. Big-time gum manufacturer Wrigley has launched its all new MyExtraGum campaign.
Consumers can go online at www.myextragum.com and choose from a selection of package templates with themes like Easter, Birthday, Wedding, etc… or from a huge variety of other “themes” in the “Gallery”, and then the consumer can add his or her own text, upload photos and pay US$4.99 for a 15-piece pack of sugar-free gum (minimum order of five packs – and they are only sold in multiples of five. Shipping is “Extra”). Personal orders are limited to 500 packs, but businesses can order as many as they want.
Users can also elect to share their unique design with other consumers in the “Gallery”.
The flavours available include Extra Peppermint, Spearmint and Sweet Watermelon (really, Sweet Watermelon), and it takes between two to three weeks for delivery.
(note: The custom-printed product is only for sale and shipment within the United States)
Interestingly, the price-per-pack goes down with bulk orders (55 to 100 is $4.49 per pack, and over 100 is $3.99 per pack) – leading one to wonder if these packages are being printed digitally, or ganged up on a sheet and printed litho.
Is this a money-maker for the gum titans or just a promotional opportunity?
Because there doesn’t appear to be an end-date to the promotion, maybe it will turn into a long-term money-maker – made possible by sophisticated online ordering and web-to-print technology.
