Champagne house Dom Pérignon has introduced a hidden message personalization option developed by drinks design agency Knockout, featuring a concealed shield which reveals the message during opening.
The bottle’s silhouette remains the same, but during opening, the turning motion reveals a concealed shield integrated into the closure. When broken open, it shows a personalized message for the recipient.
In collaboration with the brand’s team, Knockout says it led the experience from vision through to delivery, creating an ‘intelligent, discreet’ system and defining the technical framework for implementation with specialist partners. This included a focused audit of personalization experiences across luxury department stores in London. The agency also sourced the specialist technology required to implement the concept.
Knockout oversaw the execution from the crafted kit to the ceremonial tray used during personalization, aiming to ensure a luxury retail experience. Designed for application by in-store teams, the kit holds everything required for hand finishing, making it ‘effortless’ to deliver within the retail environment.
Earlier this year, Maker’s Mark and artist Ashley Longshore launched a new limited-edition bourbon label for Womens’ History Month, pledging to donate $1 to non-profit Vital Voices every time a customer personalizes the label with the name of an inspirational woman in their lives. Until the end of this month, consumers can visit makersmarkpersonalize.com to personalize a complimentary Maker’s Mark label.
In 2025, Coca-Cola revived its Share a Coke campaign in which consumers could scan an on-pack QR code to personalize their cans. They could also access an interactive digital experience, the Share a Coke Memory Maker, to create personalized videos from their own content in line with Coca-Cola’s ‘Real Magic’ brand platform.
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