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Cadbury has partnered with Liverpool Football Club, the most successful England team in European football tournament history, to send limited edition Champions Bars to 50,000 fans as a thank you for their unwavering support throughout. of the 2019/20 season.

Using HP Indigo digital printing technologies each bar has been created with a unique design – for a total of 60,000 one-of-a-kind Champions bars. This flexible packaging job was digitally printed on the HP Indigo 20000 Digital Press.

“This is a truly innovative way to elevate our brand and build stronger connections with consumers through engaging collaborations and relevant experiences. It has been a fantastic collaboration between our in-house experts, partners and HP to bring this project to life in such an iconic and impactful way, ”said Bryony McComb, Associate Director of Mondelēz International.


Watch it live at PACK EXPO Connects from November 9th to 13th: How Bifocal X-Rays Will Change Large Package Inspection, by Mekitec LLC. Showroom overview here.


The campaign imagery has very deep meaning for football fans, allowing Cadbury to generate buzz, excitement and relevance. HP Indigo technology was the solution chosen for the campaign. HP SmartStream Designer variable data software was used to design a flexible, bespoke packaging canvas of iconic Liverpool symbols, phrases and images placed in the background of the Liverpool crest or behind the players’ shirts, all players being represented.

“In today’s age of experience, personalization drives consumers’ purchasing decisions and builds brand loyalty. HP Indigo’s unique personalization and personalization solutions enable brands to engage consumers and create new experiences at a time when so many social and business interactions have gone virtual, ”said Haim Levit, Managing Director, HP Indigo, HP Inc.

With variable design and variable data printing software HP SmartStream Designer and HP PrintOS Composer, every Cadbury Champions Bar packaging design is truly unique, created from the collective elements that help define the club and create a visual story for the consumer. This result was obtained as follows:

  • Designs: A design motif that correlates with club chants, players, moments in history and other unique details of Liverpool Football Club with a total of over 2,000 design elements.
  • Texture: Each element has several textures which are applied to add depth to the design.
  • Color: The use of digital printing allows a greater combination of colors and patterns.

Code was created to consider all elements, apply the rules, and tell HP SmartStream Designer where to place each element, to ensure that each package is unique and that 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 open VDP software that allows users to customize their own solutions, making any design project possible. For this specific project, a code has been created to account for all the elements.

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