HP and Mondelez International, owner of Cadbury, have launched a new initiative to transform confectionery packaging into customisable experiences for football fans.
This has seen Cadbury team up with Liverpool FC, the current English Premier League champions, to send limited edition Champions Bars to over 50,000 fans as a thank you for their support throughout the 2019/20 football season, which despite being heavily disrupted by Covid-19, saw Liverpool FC crowned champions for the first time in 30 years.
Using HP digital printing technologies, each bar was created with a unique design – for a total of 60,000 one-of-a-kind Champions Bars. This flexible packaging job was produced by Danaflex and DFP Solutions, and printed on an HP Indigo 20000 digital press.
Using the HP SmartStream Designer and HP PrintOS Composer variable design and variable data printing software, each Cadbury Champions Bar wrapper design is made unique. HP Brands Innovation EMEA tailored the project especially for Mondelez. Specifically, HP SmartStream Designer variable data software was used to design a tailored flexible packaging canvas of symbols, phrases and images associated with Liverpool, set on a background of the club’s crest or behind a player’s shirt, with all players being represented.
A code was created to take into account all the elements, apply the rules and tell HP SmartStream Designer where to put each element, to ensure each pack is unique and the same design element would never appear twice on the same pack.
Bryony McComb, associate director at Mondelēz International, commented, ‘This is a truly innovative way to elevate our brand and build stronger consumer connections with engaging collaborations and relevant experiences. It’s been a fantastic collaboration between our internal experts, partners and HP to bring this to life in such an iconic and impactful way.’
HP Indigo general manager Haim Levit said, ‘In today’s age of experience, personalisation is driving consumers’ purchase decisions and strengthening brand loyalty. HP Indigo’s unique personalisation and customisation solutions are enabling brands to engage consumers and create new experiences during times when so many social and business interactions have gone virtual.’
