HP and Mondelez 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 – an Official Global Chocolate Partner – to send limited-edition Champions Bars to 50,000 fans as a thank you for their unwavering support throughout the 2019/20 season.
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 printed digitally on the HP Indigo 20000 Digital Press.
“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, Mondelez International.
The imagery of the campaign has very deep meaning for LFC fans, allowing Cadbury to drive buzz, excitement and relevance. HP Indigo technology was the chosen solution for the campaign. HP SmartStream Designer variable data software was used to design a tailored flexible packaging 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.
“In today’s age of experience, personalization is driving consumers’ purchase decisions and strengthening brand loyalty. HP Indigo’s unique personalization and customization solutions are enabling brands to engage consumers and create new experiences during times when so many social and business interactions have gone virtual,” said Haim Levit, general manager, HP Indigo, HP Inc.