Launching the campaign for the first time in 2020, Hershey worked with HP Indigo and used a productive and cost-effective HP Indigo 20000 digital press, from Brazilian print service provider Camargo Cia de Embalagens Ltda, to develop 320,000 bars of limited edition #HerShe chocolate.
The campaign, which featured artwork to celebrate the talent of female musicians, illustrators, photographers and poets across Brazil, was a huge success. In Brazil, the parallel social media campaign reached nearly 2 billion impressions.
Fast forward to 2022, the campaign is being run in collaboration with HP Indigo digitally printed packaging for the third time and will help make ‘women invisible, visible’ by supporting gender equality through a global movement which celebrates women’s achievements in science, business and sport. , activism and music. This year, 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.
Additionally, HP will unveil a film with Hershey, amplifying how HP Indigo’s digitally printed packaging can be used, but also increasing brand engagement through the co-creation of user-generated content, for become the ultimate vehicle of cultural relevance and storytelling over-pack.
The HP Indigo 20000 digital press was selected for the campaign, designed for various labeling and packaging applications.
“Empowering women and promoting diversity, equity and inclusion is a business priority for us. We invite new perspectives, ideas and experiences into everything we do to reflect the diversity of consumers around the world. Throughout the campaign, HP has helped us open our eyes to the power of digitally printed packaging, allowing us to engage with our audience in creative and unique ways while celebrating women and their achievements around the world,” said Santhi Ramesh, CMO International, The Hershey Society.
The HP Indigo 20000 29-inch Digital Press image width can capture the majority of packaging applications, including flexible packaging, shrink sleeves, wrap-around labels, and in-mold labeling, and contains the only digital color printing process that corresponds to gravure printing. , delivering high resolution printing and perfect registration. This allowed Hershey to meet its brand’s strict color requirements using 7 ink stations, while bringing female voices and stories to life.
Commenting on the campaign, Jose Gorbea, Global Head of Brands, Agencies and Sustainability, HP Indigo, said, “I’ve loved seeing how the #HerShe campaign has evolved over the past three years and I’m thrilled to see what other storytelling opportunities HP’s digital printing technology can provide to build tangible connections and other engagements with consumers.
Recent research conducted by WARC (September 2021) on the marketing effectiveness of digitally printed packaging, in which over 9,000 marketing campaigns were analyzed and compared, highlighted that brands have the potential to double their sales ROI and marketing when they use personalization and most importantly, user-generated content in their packaging.
“This can be achieved through digital printing, and that’s why now 70% of digitally printed packaging campaigns, like Hershey’s, are used strategically as the main communication touchpoint of the marketing mix to reinforce brand equity,” added Gorbea.