HP and Mondēlez International, owner of Cadbury, have launched a new initiative to transform confectionery packaging into customizable experiences for football fans.
Cadbury teamed up with Liverpool FC to send limited-edition bars to 50,000 fans as a thank you for their support throughout the 2019/20 season.
Each packaging was created with a unique design, for a total of 60,000 one-of-a-kind chocolate bars printed on the HP Indigo 20000 digital press.
The HP SmartStream Designer variable data software was used to design a tailored canvas of iconic Liverpool symbols, phrases and images set in the background of the Liverpool Crest or behind player’s shirts, with all players being represented.
A specific 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.
‘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,’ said Bryony McComb, associate director at Mondelēz International.
‘In today’s age of experience, personalization is driving consumers’ purchase decisions and strengthening brand loyalty. HP Indigo’s unique personalization and customization technologies are enabling brands to engage consumers and create new experiences during times when so many social and business interactions have gone virtual,’ added Haim Levit, general manager of HP Indigo.