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Digital printing delivers popsicle project

The Story Time campaign featured the most beloved children books in Israel

Printer Tadbik used HP Indigo technology to bring a Nestlé Ice Cream campaign to life in Israel

A recent Nestlé Ice Cream campaign, ‘Story Time’, saw popsicles brought to market in packaging using stories from the most famous and beloved Israeli children books.

The campaign focused on five stories, with four variations for each story produced to target different family members: Mum, Dad, Grandpa and Grandma. This resulted in 20 SKUs being produced. The project also saw the popsicles come to life with a story telling clip created for each story. This is accessed by texting a code to a phone number printed on the inside of the packaging.

estlé Ice Cream tasked Tadbik to produce the packaging, which utilized its HP Indigo 20000 digital press to handle the variations and quality requirements of the project. Tadbik is HP Indigo’s biggest customer in Israel.

Operating on four continents, Tadbik produces advanced flexible packaging, labels, RFID and in-pack promotions. The company also manufacturers its own PS label and shrink sleeve label applicators and shrink tunnels. Along with comprehensive in-house design and repro services and a growing business in smart packaging technologies, it is increasingly offering a complete, one-stop service to its global customer base.

Tadbik claims that its state-of-the-art production facilities and highly skilled in-house design and engineering teams ‘thrive on transforming great new concepts into highly attractive products’.

The printer states: ‘Always pushing ourselves and our technologies to the next level, we constantly develop new applications to help clients brand and sell their products in an increasingly competitive marketplace.’

For the ‘Story Time’ campaign, a code was printed on the inside side of the package, along with instructions how to access the clip that was made for each book. Using this mechanism, Nestlé Ice Cream created an offline/online campaign that increased engagement of all family members who enjoyed the nursery stories with the kids.

Memorable and experiential

The main challenge was to engage the entire family in buying ice creams and spending quality time together that is both memorable and experiential.

‘The campaign created a big buzz, with children loving it and engaging other family members in it,’ says Gili Drory, Tadbik CEO.

‘HP Indigo was the only option capable of executing this comprehensive campaign, allowing flexibility and varying data needed to address the different family members as well as to offer a variety of stories. HP Indigo technology enabled the best print quality, quick turnaround time and cost savings on plates and inventory.’

On the technical considerations needed in producing such packaging, Drory adds: ‘The adhesives and plastic layers must be approved for frozen packaging. In addition, the materials must undergo migration tests for direct food packaging.

‘We are proud to take active part in this innovative Nestlé Ice Cream campaign and to do this project with our HP Indigo 20000 digital press.’

ABOUT THE AUTHOR

David Pittman is deputy editor at Labels & Labeling.

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