Palo Alto, CA—Since 2020, HP Indigo and Hershey have leveraged the power of digital printing technology to transform the Hershey Company’s iconic chocolate bar packaging into a celebration of women.
Now in its third year, the #HerShe campaign sees Hershey’s milk chocolate bar packaging promoting and honoring female talent across the world. The 2022 campaign launched to coincide with International Women’s Day.
The 2020 campaign featured artwork to celebrate the talent of female photographers, musicians, illustrators and poets throughout Brazil. What’s more, it saw huge success. In Brazil, the parallel social media campaign reached close to 2 billion impressions.
HP Indigo and Hershey 2022 Campaign
Now in 2022, the campaign is being run in collaboration with HP Indigo digitally printed packaging for a third time. Its goal is to 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, Hershey’s milk chocolate bars feature a QR code that opens consumers’ eyes to the many contributions of women.
“Empowering women, and advancing diversity, equity and inclusion is a business priority for us. We invite new perspectives, ideas as well as experiences in everything we do to reflect the diversity of consumers around the world,” said Santhi Ramesh, CMO International, Hershey Company.
“Throughout the campaign, HP has helped us to open our eyes to the power of digitally printed packaging; allowing us to engage with our audience in a creative and unique way while celebrating women and their achievements globally.”
The HP Indigo 20000’s 29-inch image width can capture the majority of packaging applications. They include flexible packaging, shrink-sleeve as well as wraparound labels. Moreover, its digital color printing process matches gravure printing, delivering high-resolution printing and spot-on registration. This enabled Hershey to meet its strict brand color needs using seven ink stations.
“I’ve loved seeing how the #HerShe campaign has evolved over the past three years,” added Jose Gorbea, Global Head of Brands, Agencies & Sustainability, HP Indigo. “I’m excited to see what other personalized storytelling opportunities HP’s digital print technology can achieve in order to make tangible connections and further engagements with consumers.”