Liverpool fans benefit from sweet deal

Jo Francis
Wednesday, October 14, 2020

Premier League champions Liverpool have teamed up with Cadbury and HP to produce limited edition Dairy Milk bars for tens of thousands of fans.

Variable packaging: "a canvas of iconic Liverpool symbols, phrases and images"
Variable packaging: "a canvas of iconic Liverpool symbols, phrases and images"

Cadbury, owned by food and confectionery giant Mondelēz International, became Liverpool’s first official global chocolate partner last month in a three-year deal.

To launch the partnership, Cadbury gifted 50,000 limited edition champions Dairy Milk bars to Reds supporters, “thanking them for their continued support during the extraordinary 2019-20 Premier League season”.

HP’s SmartStream Designer variable data software was used to design a “canvas of iconic Liverpool symbols, phrases and images”: set in the background of the Liverpool Crest or behind player’s shirts. The variable setup meant that all Liverpool’s players featured across the promo.

The flexible packaging was printed using HP Indigo's 20000 digital press.

The name of the printer was not available at the time of writing. In the UK flexible packaging specialists ePac and Baker Labels’ new BakPac wing have the HP Indigo 20000, as does Ultimate Digital.

“This is a truly innovative way to elevate our brand and build stronger consumer connections with engaging collaborations and relevant experiences. It’s been a fantastic collaboration between our internal experts, partners and HP to bring this to life in such an iconic and impactful way,” said Bryony McComb, associate director, at Mondelēz International.

Haim Levit, general manager of HP Indigo, commented: “HP Indigo’s unique personalisation and customisation solutions are enabling brands to engage consumers and create new experiences during times when so many social and business interactions have gone virtual.”

Cadbury is also supporting LFC Foundation’s Virtual Employability Programme by raising money to assist with the continued operation of the initiative through the sale of limited edition LFC champions Dairy Milk bars.

Launched in May of this year, the employability support service was created in response to the Covid-19 outbreak and aims to help people across the Liverpool City Region who have been made redundant or are at risk due to the impact of the pandemic.

The £2.50 limited edition bars are now sold out on the Liverpool site.

Update: HP subsequently said that the wrappers were printed at HP Indigo partners Danaflex, which is headquartered in Russia, and DFP Solution in Germany.

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