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.
Recent research carried out by WARC (Sept 2021) on the Marketing Effectiveness of Digitally Printed Packaging, in which more than 9,000 marketing campaigns were analyzed and benchmarked, highlighted that brands have the potential to double their sales and marketing ROI when they utilize personalization and most importantly, user generated content in their packaging.
You can watch the video via this link and follow the conversation via #HerForShe and #HerShe