Coke has done a brilliant job with their Share a Coke campaign. If you haven’t seen it, they put a name on every can of Coke and suggest you share it with that person. You can also order your own custom can, if you don’t see it in the store. One couple made their own baby announcement video using the cans (which sort of doubles as an ad for Coke):
I think they’ve done a great job of utilizing their packaging with a fun idea and letting their customers run with it, via #shareacoke. It reminds me of how Jones Soda let’s people submit photos that go on their bottles.