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Industry

HP scores personalisation deal with Liverpool

HP has joined forces with Mondelez International, owner of the iconic Cadbury brand, to launch a new initiative to personalise confectionery packaging for Liverpool fans.

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A total of 60,000 personalised chocolate bars were produced for supporters

Cadbury, an official global chocolate partner of the Premier League champions, sent limited-edition ‘Champions Bars’ to 50,000 fans as a thank you for their support during the 2019-20 season.

Liverpool won the Premier League for the first time in its history last season, though with fans currently not allowed into stadia due to the novel coronavirus (Covid-19) pandemic, supporters were not able to celebrate with the team.

“This is a truly innovative way to elevate our brand and build stronger consumer connections with engaging collaborations and relevant experiences,” Mondelez associate director Bryony McComb says.

“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.”

A HP Indigo 20000 Digital Press was used to print the packaging, while a range of other HP technology was also utilised as part of the project.

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

This included HP SmartStream Designer and also HP PrintOS Composer variable design and variable data printing software, ensuring each Cadbury Champions Bar wrapper design was unique.

HP Brands Innovation EMEA tailored the project for Mondelez, ensuring the bars featured a design pattern relating to the team, as well as that each element had several textures and the colour matches the club’s famous red.

A code was then created to take into account all of these elements, applying the rules and telling HP SmartStream Designer where to put each element, so that no same design element would appear twice on the same pack.

Haim Levit, general manager for HP Indigo at HP, adds: “In today’s age of experience, personalization 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.”

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