Whether it’s a complimentary engraved chalice from Stella Artois, a personalised bottle of HP Sauce with your Dad’s name on it for Father’s Day or whether you’ve been hunting through supermarket shelves to find a bottle of Coke with your name or your best friend’s name on it, one thing’s for certain, brands are getting personal.

Personalisation, of course, is nothing new. For some time you have been able to personalise your Adidas trainers, buy a bespoke bottle of Famous Grouse whiskey, or design your own Converse shoes, but this is really the first time that personalisation has gone mass market.

As difficult as it is for mass consumption brands, if you get it right, it really works. It taps into our present desire as individuals to both stand out from the crowd whilst also fitting into it, enjoying the thrill that somehow something has been produced just for us or for us to share with someone we love. And, for the brand, to be associated with that feeling is priceless.

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