Mondelez International has partnered with HP to create an instore activation for its Toblerone packaging in the UK, which will link with a new equity platform it is launching this summer.
Exclusively launched across UK supermarket chain Sainsbury’s stores, as a test and learn opportunity, the campaign sees Toblerone packs decorated with new colourful designs using HP’s digital technology to create a truly unexpected gifting moment for chocolate lovers.
With this instore activation, Toblerone wants to test and learn from the HP digital printing technique on its packs. The aim is to elevate its presence across Sainsbury’s store shelves, as well as build an emotional connection with consumers, generating a sense of pride and belonging and celebrating originality.
The campaign has over 170,000 unique designs – made by Bulletproof agency – where on each package, not only the type of personality is different, but also its background and icons are personalised according to the personality described in that packaging.
This is not the first time Mondelez International and HP have partnered to create a personalised campaign. This partnership has been going on for eight years, and with campaigns like Milka Leo ‘Colour your Break’ or ‘Say it With Milka’, HP has helped Mondelez to increase penetration, marketing returns on investment and engagement with its consumers.
Personalised packaging has emerged as a powerful tool for brands to boost their sales in today's competitive marketplace. By tailoring packaging designs and messages to cater to individual consumers, brands can create a deeper connection and enhance the overall customer experience, aligning their products with their target audience's unique preferences, values, and lifestyles.
Jose Gorbea, head of brands & sustainability innovation HP said, "We educate our brands about digital print, its strategic benefits, and inspire them to reinvent creativity through the power of co-creation, which in return accelerates the growth of the brands, driving a 2X Marketing ROI2 and most importantly, creating shared value between brand owners, HP customers, and HP. This collaborative approach not only strengthens the bond between the brand and its audience but also fosters innovation and unlocks new possibilities in the ever-evolving digital landscape."
Claire Kamara, brand manager, Toblerone, “The idea for this instore activation came from an HP Garage Innovation Workshop with Mondelez International in the UK. At Toblerone, we are committed to growing our business at the same time as keeping our customers totally engaged by creating new, original and personalised packaging designs for all chocolate lovers. This activation will help us test & learn from the digital printing technology, which offers an opportunity to not only innovate with storytelling on pack, but also create sustainability benefits for our business.”
To make the ‘That’s so You’ campaign possible, HP leveraged leading German PSP, Pfaffle, to print the folding carton boxes. The press used was the HP Indigo 30000 Digital Press, a breakthrough 75 cm format offset-matching sheetfed solution specially designed for folding carton production. Mondelez International required specific packaging requests, such as avoiding similar themes, avoiding grouping packs with the same type of colour, or ensuring a balanced distribution of different original traits. By printing digitally and using HP SmartStream Designer’s unique variable data technology: ‘HP Spark’, PSP was able to create the perfect sequence, resulting in the correct order of Toblerone packs. This not only saved valuable time and money for the brand but also contributed to sustainability efforts by reducing shipments.
HP Indigo technology is available in Australia through Currie Group.
