What is Digital Print?
Together with HP Digital Print, you can unlock breakthrough creativity to deliver better marketing and a whole new world of personalization ats cale: from idea generation to printed execution.
HP Digital Print is an immediate design-to-print solution at scale, providing speed to market, color consistency, quality and Lean Inventory Management. We want to be a catalyst for positive change, helping brands and agencies innovate with packaging, publishing and any printed media through sustainable digital printing.
“Learn the rules like a pro so you can break them like an artist”
Pablo Picasso
Brand Challenges
Today’s brands are fighting for relevance in an overcrowded digital world where attention is scarce and trust is fragile. Consumers are exposed to endless content, yet remember very little. At the same time, rising social and environmental expectations, especially among Millennials and Gen Z, mean brands must stand for something real, not just say it. Add growing distrust in digital advertising, and the challenge is clear: brands need moments that feel credible, tangible, and meaningful.
Research conducted with WARC as part of The Effectiveness Code shows that packaging is now the second most effective advertising medium for driving commercial impact. When a brand earns a moment away from the screen and into the hands of a consumer, that moment counts. The question isn’t whether packaging works, but how to make it truly memorable.
Personalization
Through research we conducted with Sparks and Honey, we revealed what motivates consumers to personalize and how brands can capitalize on those motivations. By analyzing 45million+ social media conversations across the globe, we pinpointed the real potential for increased sales and loyalty through the means of personalization.
It is through personalization that we can drive engaging community campaigns to market at speed, bringing brand purpose to life on pack. By understanding the six emotional drivers of personalization we can achieve relevant, timely and authentic communication with customers.
Together we can unlock your brands full potential, co-creating human-centric storytelling for your brand’s packaging.
New Year’s Resolution (#empezara)
Turn a simple coffee jar into a gift that speaks to younger generations. 3,000 different resolutions on over 20 million jars. Nescafe needed a platform nobody else could offer to help them achieve this ambitious goal.
Key Insight
Drive engagement by involving your community in the campaign content development through co-creation.
HP Graphic Arts Advantage
Printed over 3,000 different labels (Packaging designs) in one go.
Brand Benefit
Expanded the coffee frame of reference by elevating this role to become a gift during Christmas.
Drive Marketing for a Better World Through Purpose and Regeneration
Putting purpose at the heart of your brand will create deeper engagement with your consumers.
Today is the day for us to start regenerating society, our planet and our economies. Packaging doesn’t have to be part of the problem; it is part of the solution.
Inspiring Engaged and Thoughtful Consumption
Co-created 400,000 unique bottles with consumers, protecting elephants and seeing sales growth of +139%.
Key Insight
It is my responsibility to make the world a better place.
HP Graphic Arts Advantage
Enable consumers to express their own voice & support in creating a better world.
Brand Benefit
Drove sales growth and differentiated through purpose.
Drive communities' behavior change through co-creation
They will convey your message in the most authentic way. Hand the mic to your consumers and empower them to choose and even co-create the most personal experience with something physical.
Hershey’s on a mission to make invisible women visible.
For the second year in a row, Hershey’s converted 320,000 wrappers into a platform for dozens of female artists to showcase their emerging talent. In honor of International Women’s day, Hershey’s provided a platform that supported female talent with #HERSHE.
Key Insight
It is my responsibility to make the world a better place.
HP Graphic Arts Advantage
Enable Hershey’s customers to express their own voice & support in creating a better world.
Brand Benefit
Build value & differentiated through purpose.
Case Studies
Suchard
Rooted in Spanish culture, both Suchard Turrón and the iconic El Gordo Christmas lottery are symbols of the festive season. Mondelez International brought these two traditions together, transforming every Suchard chocolate bar into a unique “lottery ticket.” 7 millions packages carried their own individual number, giving consumers not just a seasonal treat, but the thrill of a potential win.
Toblerone – That’s So You
We partnered with Mondelez International and their agency, Bulletproof, to create a campaign that celebrates individuality and the quirks that make each of us unique, showcasing different personality traits and matching graphics. From Dog Lovers to Snooze Slayers, every pack invited consumers to find themselves and their loved ones on the shelves.
Vytautas – A Toast to Uniqueness
To celebrate 100 years, Vytautas launched one of its most ambitious personalization campaigns to date: 100,000 unique label designs across millions of bottles. Powered by HP Brands Innovation Platform and HP technology, the centennial activation turned every toast into a co-created and one-of-a-kind moment on shelf.
Organic Africa – Packaging with Purpose
Organic Africa partnered with HP Brands Innovation to transform every chocolate bar into a storytelling platform. By migrating its flexible packaging to HP Indigo digital printing, the brand combined short-run efficiency with purpose-driven messaging, bringing sustainability and social impact directly into consumers’ hands.
NESCAFÉ – Tributo
To celebrate the real heroes behind every cup, NESCAFÉ launched Tributo, a campaign honoring coffee farmers by placing their portraits and stories directly on pack. Over 16 million jars showcased 1,000 growers, turning everyday coffee into a tribute to the people who make it possible and creating a transparent, purpose-led brand experience that ran successfully for four consecutive years.
Milka
With 120 unique tender messages printed across 3 million bars, Mondelez International celebrated its 120th anniversary inviting people to “Say it with Milka”.
KitKat
Nestlé wanted to celebrate relationships in all forms and encourage KitKat lovers to share a break with loved ones.
Incapto
Incapto’s objective is to revolutionize the coffee category, by delivering a real alternative to coffee capsules and changing the consumption habits of today’s consumers.
KitKat
Show your love on Valentine’s Day, with KitKat’s limited edition packaging inviting chocolate lovers to share special break with their loved ones.
Business Reporter
Packaging is one of the most destructive forces we have on our planet – and HP is the only printing company in the world that removes 26 per cent of packaging waste.
Kleenex
“Always by your side when care is needed” Kleenex tissues wipes away joyous tears of an uneducated community.
Origamoo
Created 2 million, one-of-a-kind chocolates for parents and kids, turning the wrapper into collectable origami cows – delivering +28% growth.
IRN BRU
Heroing Scottish clans by printing thousands of family tartan patterns, resulting in +10pp market share growth.
Aqua D’or
Each life flow is as unique as each water drop. Celebrating individually, the Flow Your Way campaign increased sales by 68% in a two-week period.
HP Garage Innovation Workshop
Where Bold Campaigns Begin
Every award-winning, culture-shaping campaign starts with a room, a challenge, and the courage to rethink what’s possible.
The HP Garage Brands Innovation Workshop is an immersive, strategy-led experience where brands and their agency partners come together to unlock new growth through packaging-led creativity. In one and a half days, we move from business challenge to breakthrough campaign concept—combining consumer insight, personalization at scale, sustainability thinking, and production feasibility into a clear, executable roadmap.
This is not a brainstorming session. It’s a structured innovation sprint designed to turn packaging into a high-impact marketing channel—accelerating speed to market, strengthening agency-brand collaboration, and creating campaigns built to win attention, awards, and measurable business results.
Get In Touch
Co create in an innovation Workshop
Jose ‘Pepe’ Gorbea,
Global Head of Brands and
Agencies Innovation
A passionate marketing leader and speaker, Pepe has a proven track record of revitalizing brands strategically by inspiring teams to deliver breakthrough, consumer-centric campaigns and innovations for over 20 years at Kraft Foods, Nestlé, Mondelēz, and Grupo Bimbo in Global, Regional and Local roles.
“We are the co-creation generation, let’s make a difference together!”
jose.gorbea@hp.com
Abel Sanchez-Hermosilla M,
Brands & Agencies
Innovation, EMEA
A marketing strategist with 20+ years of experience helping brands create meaningful impact and measurable growth. At HP, Abel explores how technology, packaging and physical experiences can power impactful marketing strategies and award-winning campaigns at the intersection of creativity and personalization. He also brings an entrepreneurial mindset shaped by start-up experience and his role as a visiting professor at leading Spanish business schools.
“In today’s competitive marketplace, personalized customer experiences are no longer a “nice to have” — but an expectation. Let’s get inspired together!”
abel.sanchez@hp.com
Corina Alexandra Pop
EMEA Creative Services Lead
Over the last 20 years, Corina has built an international career at the intersection of creativity, business and brand strategy. She partners with creative agencies and global FMCG brands to create award winning campaigns that transform packaging into a strategic marketing channel, driving consumer engagement, cultural relevance, and increased marketing ROI. Her work focuses on turning big ideas into scalable, personalized brand experiences that place brands at the heart of culture, conversation, and social change.
"One thoughtful idea has the power to change the world.”
corina-alexandra.pop@hp.com
Miin Wong,
Asia Pacific Lead
A firm believer that digital print technology pushes the boundaries of what is possible as an integrated channel for personalized communication. Miin is passionate about inspiring and empowering brands with HP Indigo’s digital print solutions, by co-creating agile and innovative campaigns that grow business ROI and bring value to end-users.
“Brands’ innovation is created by involving those you are creating it for.”
miin.wong@hp.com
Suchard
Key Insight
Small moments of hope and anticipation make the Christmas season feel more special.
HP Graphic Arts Advantage
HP Indigo’s variable data printing enabled the production of 7 million unique lottery numbers, seamlessly integrated into Suchard’s packaging at scale without compromising quality, speed, or brand consistency.
Brand Benefit
Strengthened emotional connection with consumers by elevating a beloved Christmas product into an interactive cultural moment, driving engagement, talkability, and seasonal relevance at national scale.
Toblerone – That’s So You
Key Insight
Consumers value products that reflect who they are as individuals and celebrate their unique traits.
HP Graphic Arts Advantage
By printing 180,000 unique packages, we moved beyond generic gifting and encouraged consumers find a Toblerone as a unique expression of "you" or a loved one, boosting engagement and sales.
Brand Benefit
The campaign generated a 15% growth in sales, strengthened emotional engagement and brand affinity by making every pack feel personally relevant, amplifying shelf presence and driving real-world interaction—turning a simple chocolate bar into a reflection of personal identity and a shareable moment.
Vytautas – A Toast to Uniqueness
Key Insight
Milestone moments become more meaningful when consumers feel personally included in the celebration.
HP Graphic Arts Advantage
Using HP Mosaic and HP Spark technology, HP Indigo enabled the production of 100,000 distinct label designs across millions of bottles—managing complex variable graphics, texts, colors, and layouts within a rapid three-week launch window.
Brand Benefit
The centennial campaign delivered standout shelf presence and nationwide engagement, transforming packaging into a scalable personalization platform that amplified brand heritage while driving relevance with modern consumers through co-creation.
Organic Africa – Packaging with Purpose
Key Insight
Consumers increasingly choose brands that demonstrate real social and environmental impact—not just premium quality.
HP Graphic Arts Advantage
By migrating its flexible packaging production to HP Indigo digital printing, Organic Africa enabled short-run efficiency across multiple SKUs, reduced excess inventory, and integrated purpose-driven storytelling directly onto pack—without adding supply chain complexity.
Brand Benefit
Packaging evolved from a protective layer into a strategic communication channel, strengthening brand credibility, supporting sustainability goals, accelerating speed-to-market, and reinforcing Organic Africa’s positioning as a premium, impact-driven chocolate brand.
NESCAFÉ – Tributo
Key Insight
Consumers respond more strongly to brands that make their social impact visible, human, and part of the everyday product experience.
HP Graphic Arts Advantage
HP Brands Innovation Platform and digital printing technology enabled millions of variable labels featuring 1,000 new farmer stories each year, integrated into an omnichannel phygital campaign that delivered personalization, transparency, and supply chain flexibility at national scale.
Brand Benefit
Reversed sales decline and delivered +10% year-on-year sales growth (2019–2022), significantly increased key brand equity attributes, and culminated in winning the **Global Grand Effie 2021—the first ever awarded to a Mexican brand—**cementing NESCAFÉ’s position as a socially committed market leader.
Milka-LEO
Key Insight
“During my break, I want to disconnect from daily routines”.
HP Graphic Arts Advantage
Co-create with influencers and consumers to add color to hundreds of animated stories on pack.
Brand Benefit
Empower artists and consumers to co-create to drive engagement and business growth.
Milka
Key Insight
“Milka is committed to bringing happiness to the lives of consumers. Sharing personalized gifts shows others how much you care.”
HP Graphic Arts Advantage
Printing with HP Smartstream Designer meant consumers could gift one‑of‑kind customized bars.
Brand Benefit
Drive consumer engagement and raise brand awareness.
KitKat
Key Insight
“Younger generations want to be unique and express love in personalized ways”.
HP Graphic Arts Advantage
The millions of unique packs allowed the younger generation to express themselves and how they define their special relationships.
Brand Benefit
Celebrate Pride through sharing a break, with KitKat.
Incapto
Key Insight
“Consumers want great‑tasting coffee that is good for you and the planet”.
HP Graphic Arts Advantage
HP Indigo’s technology delivers unique packaging, that promotes diversity & inclusion, at the same time as being more sustainable.
Brand Benefit
Strengthen their positioning as a sustainable brand and engage consumers whilst celebrating diversity and inclusion through individual stories.
KitKat
Key Insight
“Every relationship is unique, and we all have unique ways of expressing love”.
HP Graphic Arts Advantage
Celebrate uniqueness through personalized digital print and perfectly capture the value of all relationships.
Brand Benefit
Share a special break with millions of unique KitKat Love Breaks packs.
Business Reporter
Key Insight
“The ‘one-size-fits-all’ era is over, and the print industry has been undergoing a steady evolution with the rise of the digital press”.
HP Graphic Arts Advantage
Not only does digital print remove up to 80 per cent of CO2 emissions, but it can also work with a wider range of substrates and environmentally friendly materials.
Brand Benefit
HP Graphic Arts has partnered with brands and proven that digital print boosts sustainability credentials and brand reputation.
Kleenex
Key Insight
“Whatever age, lives can be transformed through education and the ability to write”.
HP Graphic Arts Advantage
Through personalization, we helped a community share their heartfelt stories on pack.
Brand Benefit
Helping Grandmas find happiness again. Kleenex has proven that there is an emotive power in packaging.
Dettol
Key Insight
When the second wave of the pandemic hit, hope was overtaken by hygiene fears.
HP Graphic Arts Advantage
Digital print was adopted as a platform to share customized stories and pay tribute to those helping communities.
Brand Benefit
Leverage digitally printed labels to acknowledge those helping to tackle India’s battle with Covid‑19.
Origamoo
Key Insight
“I need to keep finding excuses to enjoy more time with my kids”.
HP Graphic Arts Advantage
Ability to uniquely choose and build your own ritual.
Brand Benefit
Engaged younger generations through memorable rituals.
Actimel
Key Insight
“Sharing key moments of my life with others makes me feel connected”.
HP Graphic Arts Advantage
Enabled Actimel to empower consumers to choose & share their own stories, individually.
Brand Benefit
Increased consumer engagement with Millennials and GenZ.
IRN BRU
Key Insight
“I feel pride when I’m recognized as part of my community”.
HP Graphic Arts Advantage
Personalize packs or materials according to heritage and codes.
Brand Benefit
Stronger engagement and differentiation vs competition.
Smirnoff
Key Insight
“We are united in our individuality”.
HP Graphic Arts Advantage
Created millions of unique, fun and creative bottle sleeves.
Brand Benefit
Enabled the brand to connect with consumers to celebrate individuality.
Aqua D’or
Key Insight
“Each water drop is as unique as life flow”.
HP Graphic Arts Advantage
By collaborating with Danish artist Emil Kozak, Aqua d’Or created 3.2 million one‑of‑a‑kind bottles.
Brand Benefit
The campaign increased sales and helped Aqua d’Or become a distinctive brand for Millennials.
ELLE
Key Insight
“The more personal the gift, the more I show others how much I care”.
HP Graphic Arts Advantage
Through personalization, we involved influencers and consumers in storytelling as a community.
Brand Benefit
Grew market penetration by expanding into gifting & e‑commerce.
Café Pelé
Key Insight
“Fresher coffee, fresh thinking”.
HP Graphic Arts Advantage
Café Pelé achieved unrivalled speed to market, from brief to shelf in a matter of hours.
Brand Benefit
Drove sales and raised brand awareness. Café Pelé saw a 400% jump in packaged coffee sales and over 1 million people interacted.