Cadbury captivates football fans with Mondelez and HP packaging innovation

PALO ALTO, Calif. October, 14, 2020 – 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, Mondelēz 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.  

Creating a story through HP Graphics personalization software

Thanks to HP SmartStream Designer and HP PrintOS Composer variable design and variable data printing software, each Cadbury Champions Bar wrapper design is truly unique, created from collective elements that help define the club and create a visual story for the consumer.  HP Brands Innovation EMEA tailored the project especially for Mondelez. This result was achieved as follows:

• Designs: A design pattern correlating to club chants, players, moments in history and other unique LFC details with a total of more than 2000 design elements.
• Texture: Each element has several textures that are applied to add depth the design.
• Colour: Using digital printing allows for a greater colour combinations and patterns.

A code was created to take into account all the elements, apply the rules and tell HP SmartStream Designer where to put each element, to ensure each pack is unique and the same design element would never appear twice on the same pack.

HP SmartStream Designer has a host of creative tools such as HP Mosaic, HP Collage and HP Frames and is an open VDP software that allows user to tailor their own solutions, making any design project possible. For this specific project a code was created to allow for all the elements.

To learn more, go to hp.com/go/smartstreamdesigner or contact Jose Gorbea, Global Head of Brands Innovation at HP Graphic Arts.

About Cadbury

For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. Recently voted Brand of the Year 2019*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of consumers is hugely important and so through BeTreatwise aims to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced its plans to bring all Cadbury products predominantly purchased by parents for children, under 100 calories. As well as this, reduced sugar innovations such as Cadbury Dairy Milk 30% Less help consumers manage their sugar intake. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s industry leading Cocoa Life programme, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to snack right in over 150 countries around the world. With 2019 net revenues of approximately $26 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ

About HP Inc.

HP Inc. 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 http://www.hp.com.