HP Innovation Journal Special Edition: Retail Transformation | Page 10

For example, the South African cream liqueur brand,
Amarula, printed 400,000 labels picturing an elephant
logo with a unique graphic design and an elephant’s name.
This created a connection between the consumer and the
estimated 400,000 African elephants, all of which are
under threat from poaching and habitat loss. In an earlier
phase of its  “Name them, save them” campaign, for every
bottle sold, $1 was donated to the Kenyan-based conserva-
tion group WildlifeDirect.
THE PROOF IN PERSONALIZATION
A range of companies are using HP print technologies for
their customized products and personalization campaigns.
Packaging from an Oreo campaign, which illustrates the
“bringing bonds to life” emotional driver, allowed custom-
ers to create personal messages online that were printed
on single boxes of cookies and sent to friends. Oreo ran
the campaign three years in a row and generated 85 mil-
lion social media impressions and sales of more than 140
percent of its target.
According to Gorbea, brands can
grow sales and loyalty by target-
ing their customers in a meaningful,
personalized approach using tech-
nology such as HP’s digital print
programs. But that growth will only
happen as long as the technology is
being used to connect to a deeper
purpose, he says.
This deeper purpose can be identified in the framework,
called the Personalization Pinwheel. HP’s research found
six emotional drivers that draw consumers to a personal-
ized product: Fingerprinting; flying your flag; letting it all
hang out; permission to indulge; bringing bonds to life;
mindful materialism.
“Humanizing technology is the thing that really helps your
business grow,” Gorbea says. “One of the six drivers, or
benefits of personalization, which we call ‘mindful mate-
rialism,’ is all about inspiring thoughtful consumption…If
I’m going to spend extra money or buy more bottles of a
product, what is that brand doing for the planet?”
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HP Innovation Journal: Retail Transformation
The “permission to indulge” driver is illustrated by the
one million unique Origamoo labels on Parra cow choco-
late bars. Created with HP’s SmartStream D4D (Designer
4 Designers) software—which uses algorithms to take a
single motif or piece of digital art and produce billions of
unique designs—each label had a different pattern, along
with printed dotted lines for folding the wrapper into a
one-of-a-kind origami cow.
This high level of unique customer experience is what
Line Jørgensen, brand manager for Danish water company
Aqua d’Or, wanted for its “Flow Your Way” campaign
in 2018. Aqua d’Or wanted to print 300 different labels
representing each year the company’s water is filtered
through the ground. Jørgensen struggled to find a print
solution for such a large number of designs, but by using
HP’s D4D software, her concept grew to encompass 3.2
million unique labels created by Danish artist Emil Kozak.
He focused on playful designs with symbols like rocks
and water drops. When the algorithms went to work, it
produced combinations he’d never imagined. “It was this
totally different way of thinking about graphic design,”
says Kozak. “That’s really refreshing.” 
The response was tremendous, Jørgensen says. The “Flow
Your Way” campaign led to a 50 percent growth in market
share during that period, and Aqua d’Or ran a smaller
personalization campaign during Christmas with 100,000