Cadbury has launched a major packaging customisation operation in England. This month, 60,000 wrappers of Cadbury Dairy Milk chocolate bars were produced, each with a different Liverpool FC tribute design.
The English brand of Mondel?z International, which is a partner of the English football club, sent 50?000 of its unique chocolate bars to 50?000 supporters of the club as a thank you for their support, as Liverpool won the English championship in 2020. The remaining bars were put up for sale for charity.
"It's a really original way to promote our brand and strengthen our relationship with consumers." said Bryony McComb, Associate Director of Mondel?z International, Cadbury's parent company.
HP SmartStream Designer's variable data software automatically created the graphics. It used a library of 2,000 club emblems for the backgrounds, consisting of symbols, phrases and images of Liverpool.
And the foreground includes the club crest or one of the players' jerseys. In addition, various texture effects and colour variations have been applied. The 50?000 designs were printed on an HP Indigo 20000 digital press.
The images in this campaign, which have a strong significance for CFL fans, allow Cadbury to generate buzz, excitement and interest according to HP. "In the age of experience, personalization drives consumer buying decisions and builds brand loyalty." says Haim Levit, the CEO of HP Indigo.
