Hewlett-Packard has worked closely with Nestlé to print and give away more 56,000 personalised KitKat packs.
The campaign, produced by UK-based HP Indigo customer Ultimate Packaging and launched in February, is one of the latest examples of the growing trend for web-to-print personalisation in print and packaging.
With Ultimate’s web-to-print solution working in conjunction with HP Indigo digital presses, Nestlé is able to create an individual experience for its customers.
The winners get to add a photo or a ‘break phrase’ of their own onto a personalised 4-finger KitKat pack which they then receive in a special presentation box.
The HP printing solution behind the scenes combined both the HP Indigo 20000 and WS6600 roll-fed digital presses, enabling production of nearly almost any flexible packaging application, including flexible packaging, labels, and shrink sleeves on film or paper.
Gido Van Praag, VP & GM, Graphics Solutions Business, HP Europe, said: “As marketers continue to look for ways to win at the shelf and truly connect with their audiences, we will see digital packaging continue to rise in popularity. Nestlé’s latest campaign is a testament of the growing trend of personalised packaging, and we are honoured to support such initiatives with our Indigo technology.”
HP Indigo’s digital presses, based on proprietary ElectroInk and digital technology, offer a combination of high print-quality, wide colour gamut, productivity and substrate versatility. They are designed to drive supply chain efficiencies and meet the most stringent demands from brands, as testified by this KitKat campaign.