Sir: Your news story, that Coca-Cola is launching a campaign later this summer with personalised labels (‘Coke ditches its name on bottles - for yours,’ 27 April) raises the question of why more brands aren’t doing it.

The success of last year’s limited-edition packs indicates that consumers are open to more pack innovation, and pack personalisation à la Coke is a natural step. The topical benefits are clear: the social media aspect brings a wider audience through the sharing of a brand’s novelty approach, while the creation of bespoke packaging also offers a little respite from the onslaught of budget choices and recessionary gloom.

There’s a common misconception that personalisation is difficult and costly. That’s an urban myth: the evolution of digital printing has made bespoke mass packaging an achievable reality. With the right specialists, brands really can be braver with their packs.

Gillian Garside-Wight, packaging technology director, Your Packaging Partner