<help?> Customizing the "to:" field to show recipients name


We are looking to customize the ‘to’ field so that when recipients view their email they can see a name, subject or any defined value instead of the raw email address.

Is this possible? Maybe with attributes?

I have not found a solution for this yet. It looks like this guy worked it out in 2011 but I cannot get this method to work in the current version(3.3.2).