HP Indigo and The Hershey Company Bring Women’s Stories to Life, One Chocolate Bar at a Time
March 08 2022 - 9:00AM
The Hershey Company has been leveraging the power of digital
printing technology to transform its iconic chocolate bar packaging
into a celebration of women. Now in its third year, and coinciding
with International Women’s Day, the #HerShe campaign sees Hershey’s
Milk Chocolate Bar packaging being used to promote and honor female
talent across the world.
First launching the campaign in 2020, Hershey collaborated with
HP Indigo and used a highly productive, cost-effective HP Indigo
20000 digital press, by Brazilian print service provider Camargo
Cia de Embalagens Ltda, to develop 320,000 limited edition #HerShe
chocolate bars. The campaign, which featured artwork to celebrate
the talent of female musicians, illustrators, photographers and
poets throughout Brazil, saw huge success. In Brazil, the parallel
social media campaign reached close to 2 billion impressions.
Fast forward to 2022, the campaign is being run in collaboration
with HP Indigo digitally printed packaging for a third time and
will help make 'invisible women, visible by supporting gender
equality through a global movement that celebrates female
achievements in science, business, sports, activism, and music.'
This year, the Hershey’s Milk Chocolate Bars will feature a QR
code, also printed with an HP Indigo 20000 digital press, that will
open consumers’ eyes to the many contributions of women, beyond
each bar. In addition, HP will be unveiling a film with Hershey,
amplifying how HP Indigo’s digitally printed packaging can be used,
but also to elevating brand engagement through the co-creation of
user generated content, to become the ultimate vehicle for cultural
relevance and on-pack storytelling.
Matching Hershey’s ambitions with the right
HP Indigo solution
The HP Indigo 20000 digital press was the ideal printing
solution for this campaign, designed with diverse labels and
packaging applications in mind. “Empowering women, and advancing
diversity, equity and inclusion is a business priority for us. We
invite new perspectives, ideas, and experiences in everything we do
to reflect the diversity of consumers around the world. Throughout
the campaign, HP has helped us to open our eyes to the power of
digitally printed packaging, allowing us to engage with our
audience in a creative and unique way while celebrating women and
their achievements globally,” said Santhi Ramesh, CMO
International, The Hershey Company.
The HP Indigo 20000 digital press 29-inch image width can
capture the majority of packaging applications, including flexible
packaging, shrink-sleeve, wrap-around labels, and in-mould
labelling, and contains the only digital colour printing process
that matches gravure printing, delivering high resolution printing
and perfect registration. This enabled Hershey to meet its strict
brand colour needs using 7 ink stations, whilst also bringing the
female voices and stories to life.
Commenting on the campaign, Jose Gorbea, Global Head of Brands,
Agencies & Sustainability, HP Indigo, said: “I’ve loved seeing
how the #HerShe campaign has evolved over the past 3 years and I’m
excited to see what other personalized storytelling opportunities
HP’s digital print technology can achieve in order to make tangible
connections and further engagements with consumers.”
Recent research carried out by WARC (Sept 2021) on the Marketing
Effectiveness of Digitally Printed Packaging, in which more than
9,000 marketing campaigns were analyzed and benchmarked,
highlighted that brands have the potential to double their sales
and marketing ROI when they utilize personalization and most
importantly, user generated content in their packaging. “This can
be achieved through digital print, and it is why now 70% of
digitally printed packaging campaigns, like Hershey’s, are being
used strategically as the lead communication touchpoint of the
marketing mix to build brand equity,” added Gorbea.
You can watch the video via this
link and follow the conversation
via #HerForShe and #HerShe
HP Graphic Arts Linked In and Twitter
Credits
Artists: Carlione Barbosa Ramos - @carli_ayo
Artists: Marcela Scheid - @marcelascheid
Artists: Mariê Balbinot - @mariebalbinot
Agency (Campaign #HerForShe) : BETC Havas (Brazil); Agency
(Video) : @Media.Monks
Raquel Soares - @rach.soban
Anna Carollina Lauriano - @carollinalauriano
About HP Inc.
HP Inc. (NYSE: HPQ) creates technology that makes life better
for everyone, everywhere. Through our product and service portfolio
of personal systems, printers and 3D printing solutions, we
engineer experiences that amaze. More information about HP Inc. is
available at www.hp.com.
Press enquiries: Graham.day@hp.com
www.hp.com/go/newsroom
©Copyright 2022 HP Development Company, L.P. The information
contained herein is subject to change without notice. The only
warranties for HP products and services are set forth in the
express warranty statements accompanying such products and
services. Nothing herein should be construed as constituting an
additional warranty. HP shall not be liable for technical or
editorial errors or omissions contained herein.
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/d48707e4-ec09-4f5f-9f74-632c7adaece9
https://www.globenewswire.com/NewsRoom/AttachmentNg/9f28f283-f502-4d4b-96ef-8f483796ded6
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