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We’ve already seen spirits maker Pernod Ricard offer a way for consumers to personalize their own bottle labels. Now French water brand Wattwiller has launched a new blank label to provide a space for customers to write down their thoughts. The campaign – which will launch in the second half of this month – will see the company’s 50cl bottles branded with a mostly white label, save for the campaign slogan – ‘Ma bouteille d’eau’, or ‘My water bottle’. Wattwiller is encouraging customers to use the space for practical or creative purposes – to write their name, make a to-do list or simply doodle. While the company’s reasons for launching the initiative remain somewhat unclear, the innovation could have some potential for development. The idea could lead to consumers becoming more attached to their bottles, meaning they’re less likely to throw it away and more likely to re-use it. User designs could also be collected, shared through social media and integrated into future labels, increasing customer engagement. How else can brands invite fans to personalize their products and ensure they play a more creative role in the things they consume? Spotted by: Alexia M