With the overwhelming brand awareness of Coca-Cola, and the success of their share a coke campaign, has the concept of digital personalization taken hold in pop culture? Is an understanding of the concept by the general public going to create an expectation for more from direct mail contacts as well? http://www.packageprinting.com/article/coca-cola-expands-its-share-a-coke-campaign-to-the-united-states/1