HP Indigo and The Hershey Company Bring Women’s Stories to Life, One Chocolate Bar at a Time

Rhea-AI Summary

HP and Hershey celebrate International Women’s Day by unveiling a new film and continuing their #HerShe campaign. Now in its third year, the campaign utilizes HP Indigo's digital printing technology to highlight female talent through limited edition Milk Chocolate Bars. This year's initiative includes QR codes that link consumers to stories celebrating women’s contributions. The campaign aims to promote gender equality and has successfully reached nearly 2 billion social media impressions in Brazil. HP Indigo's printing technology is key to engaging audiences and enhancing brand storytelling.

Positive

• Successful campaign reaching nearly 2 billion social media impressions in Brazil.
• Utilization of HP Indigo's digital printing technology enhances brand engagement.
• The campaign promotes gender equality, appealing to social responsibility.

Negative

• None.

In celebration of International Women’s Day, HP and Hershey unveil a new film to value female talent

PALO ALTO, Calif., March 08, 2022 (GLOBE NEWSWIRE) -- 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

FAQ

What is the #HerShe campaign by HPQ?

The #HerShe campaign by HPQ focuses on celebrating female talent through innovative packaging and digital storytelling, in collaboration with Hershey.

How does HPQ's technology contribute to the #HerShe campaign?

HPQ's Indigo digital printing technology allows for personalized packaging, enhancing brand engagement and storytelling in the #HerShe campaign.

What impact did the #HerShe campaign have in Brazil?

The #HerShe campaign reached nearly 2 billion social media impressions in Brazil, showcasing its significant impact.

When was the #HerShe campaign first launched?

The #HerShe campaign was first launched in 2020 and has continued annually, aligning with International Women’s Day.

What features are included in this year's #HerShe campaign packaging?

This year's #HerShe campaign packaging features QR codes that link to stories celebrating women's contributions.