<strong>Brand experience </strong>-  The sum of all visual, verbal and experiential points of contact, or touchpoints, with a brand

Featuring huggable vending machines and human ladders, Coca-Cola’s advertisements have repeatedly conveyed the message of “sharing happiness.” This May, Coca-Cola unleashed a “Share a Coke” campaign in the UK, which displays 150 of the most popular names on bottle and can labels, following the words “Share a Coke with…” The packaging serves as an invitation to share the happiness of a Coke with someone you know or want to know. You can find the names of your friends and family, give someone a bottle with your name, etc. In essence, consumers actively participate in Coca-Cola’s social brand experience, further transmitting Coca-Cola’s personable brand message.

<a href="http://www.brandiron.net/general/coca-colas-inventive-product-packaging/attachment/coke/" rel="attachment wp-att-2814"><img class="size-medium wp-image-2814 aligncenter" src="http://www.brandiron.net/wp-content/uploads/2013/06/coke-207x300.png" alt="" width="207" height="300" /></a>Now, here’s another out-of-the-box, and very literal, version of sharing a Coke. In this scenario, a Coke can is designed to twist into two halves. Perfect scheme for making a first move with your crush? Or maybe you just moved to another city and want to make new friends? Obviously, you need a Coke to help secure these bonds.

<a href="http://www.youtube.com/watch?feature=player_embedded&amp;v=72fRuE8vmo0">Share a Coke Campaign</a>

Unfortunately, this ad by Ogilvy &amp; Mather is most likely a product of viral marketing (Erica discussed this earlier), not an actual product. Nonetheless, Coca-Cola demonstrates how product packaging is an important touchpoint in the cumulative brand experience. Product packaging is more than just exterior protection or logo exposure. Rather, it as an opportunity to create a tangible, yet emotional, interaction with each consumer that is memorable. You may not be able to personally engage with every single customer, but with a little creativity, you can train your products to do it for you.