Mondelez has partnered with HP Indigo and the HP Brands Innovation platform to launch a new campaign with chocolate brand Milka, its second campaign with the brand within the last 12 months. Launched across Belgium, the Milka ‘Color Your Break’ campaign sees boxes of Milka LEO decorated in animated designs, printed with HP’s digital print technology, giving consumers the opportunity to disconnect from reality and add some colour to their breaks.
In November 2021, Mondelez first partnered Milka chocolate with HP Indigo for its ‘Say it With Milka’ campaign, in which 120 gestures of kindness were printed on gift boxes of Milka pralines, promoting the view that small and sincere gestures deserve to be acknowledged. Following the success of this campaign, Mondelez wanted to expand HP’s digital printing technology to Milka’s number 1 selling brand in Belgium, Milka LEO.
This time, Mondelez has partnered with 12 artists to create over 280 designs and stories which are being printed on 12-pack boxes of milk and white chocolate Milka LEO. The designs however are only half coloured in, with the idea that consumers will take a break from their daily routines and finish the colouring.
Mondelez was keen to put the theme of co-creation at the heart of the campaign and take the macro-trend of personalisation one step further. In addition to the artists’ designs, it launched a dedicated website, www.leo.be, which provides a platform for consumers to co-create their own designs. Via the website, consumers can customise their own versions of the artists’ original designs which will be collected and later printed onto one of nearly three million boxes of Milka LEO. There are already close to 200 consumer co-create designs, which are set to be printed and distributed across Belgium from April until December 2022.
The Milka ‘Color Your Break’ campaign is just one example of Mondelez’s longstanding partnership with the HP Brands Innovation platform, which has overseen the confectionary company’s digital printing journey since 2019. As a result, the company says it has experienced increased penetration and consumer engagement for many of its leading brands, via co-creation and leveraging the power of digitally printed packaging as a lead communication touchpoint.
“HP started its personalisation journey over ten years ago and since then has dug deeper into this megatrend, learning that co-creation can create a one-of-a-kind experience for consumers, all whilst driving the second most effective marketing ROI , said Jose Gorbea, Global Head of Brands, Agencies & Sustainability Innovation, HP Inc. “I’ve loved seeing Milka LEO’s campaign come to life, and it’s brilliant to see how HP Indigo and Milka have empowered consumers to take a break via the power of customised packaging.”
Also speaking about the campaign, Penny Thomas, Design Operations Manager, EU, Mondelez, said, “Following the success of the ‘Say it with Milka’ campaign, it was only natural to continue our partnership with the HP Brands Innovation platform and take the next step in our digital print journey. The opportunities that the Milka ‘Color Your Break’ campaign presents for consumer engagement are huge, and I can’t wait to watch the campaign grow over time, as more and more consumers co-create their own designs.”
In connecting Mondelez to its printing partner network, HP leveraged Pfäffle GmbH Verpackungswerk to print the folding carton boxes. Pfäffle GmbH Verpackungswerk was one of the first adopters of HP’s digital folded carton solutions, with its HP Indigo 30000 proving to be the perfect press for the work at hand.
The 29-inch digital sheetfed press is a "market-proven", offset-matching solution that empowers folding carton converters to capture high-margin opportunities and move to more efficient production. Equipped with HP Indigo’s liquid ElectroInk technology, with up to 7 ink stations and the widest digital colour gamut, the press ensures the boxes of Milka LEO are printed to the highest quality, in keeping with Mondelez’s brand colour requirements.
The campaign was also made possible by HP’s SmartStream Designer software. HP’s personalisation design-to-print tool has enabled Mondelez to print its numerous design variations and bring its envisioned end product to life.
HP says that the scale and unique characteristics of this campaign have presented the company with an opportunity to showcase the capabilities its digital printing solutions to a vast audience, whilst also highlighting the extent of engagement that personalised, co-created packaging can offer.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!