Digital Conversion
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HP Indigo and The Hershey Company Bring Women ’ s Stories to Life , One Chocolate Bar at a Time
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 , not only to keep food safe and airtight , 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 celebratingwomen 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 .
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