The Universe is Changing. Again (with Advent of Digital Packaging and Labels)
As part of a joint program between HP and Coca Cola, personalized labels were placed on Coke bottles across Australia, then replicated in Europe. Consumers could walk into a supermarket and find Coke bottles labeled with their own name or the names of friends, colleagues, and family members.
There are 40,000 SKUs in a typical supermarket, with brands and sub-brands in nearly every product category. The labeling must be identifiably different between brands and within each brand.