BXP - April 2018 - 31

A D V E R T O R I A L

From fighting pirates to doing good in the world
- HP Inc. on the power of digital packaging
Digital printing is delivering on its promise, and

personality, creating a

then some, when it comes to product packaging.

connection between

We recently spoke with Doris Brown-McNally,

humans and this revered

World Wide Brands Innovation Manager for HP.

species.

She is a passionate evangelist for digital printing

Do consumers
appreciate such
efforts?

and provided some eye-opening insights on the use
of philanthropic promotions and how advances in
this technology offer brands the ability to enable
verification of products.

"The numbers don't lie,"
says Brown-McNally.

We associate digital printing with
customization and a world of
promotional opportunities. But it's a big
player in security, isn't it?

"Consumers are willing
to pay significantly more
for a product that is
personalized to them

"The fragrance and luxury categories are con-

magical experiences that blend together the real

- or that addresses a favorite cause. The fact is,

cerned with divergence and particularly brand

and virtual worlds aligned with their expectations."

this couldn't happen without digital printing on
packages.

piracy. Globalism has enabled counterfeiting to

Study report, '85 percent of consumers have a more

to reach $2.3T by 2022, per the International

Brands are also using the new digital
capabilities for philanthropic reasons,
aren't they?

Chamber of Commerce."

"Yes. The new technology is facilitating good cor-

supports a cause they care about.' The report also

porate citizenship, something that really plays well

says that 80 percent of Americans are likely to

that uses the high- speed creation and embedding

to younger consumers," says Brown-McNally. "Dig-

switch brands, about equal in price and quality, to

of marks and unique IDs. This gives every single

ital printing is inspiring some exciting creativity

one that supports a cause.

product you produce its own identity-a digital

for on-pack marketing. Just look at what Smirnoff

fingerprint that can be made visible or invisible

is doing with their 'Love Wins' campaign for the

programs is key. The study found that '90 percent of

and can be both adaptive and secure. This technol-

LGBT community. Couples are invited to send pho-

consumers want companies to tell them the ways

ogy is usable on labels, on packaging or directly on

tos and selected winners appear on bottles in their

in which they are supporting causes.' And that's

your product, and can follow throughout its entire

regions. The bottles feature a rainbow aesthetic

where digital printed packaging comes in - as a

lifecycle."

and no two are identical. This could never be done

point-of-purchase component in the media mix,

in offset printing. The campaign has been a great

supporting the campaign's social media, broadcast

way for Smirnoff to market their commitment to

and print communications.

thrive," says Brown-McNally. "Last year counterfeiting was a $600B problem globally, now estimated

"HP Link technology is a printing innovation

What are some of the hottest trends in
digital printing for packaging?

inclusivity."

"According to the Cone LLC Cause Evolution
positive image of a product or company when it

"Getting the word out about cause-marketing

"We have platforms now that can turn on a
dime, deliver quality that is comparable to offset

"Those same covert watermarks are having a big

and make other channels available to consumers

continues. "I can remember when Elizabeth

How else is digital printing being used
by brand owners?

Arden launched the new fragrance Wonderstruck

"Here is an exciting example, "says Brown-McNally.

stop at the package itself; they can be extended to

Enchanted by Taylor Swift. The campaign incorpo-

Amarula, the South African producer of cream

out-door, social media and the whole Omni-chan-

rated digital watermarks on both packaging and

liqueur, produced 400,000 randomly generated

nel world. Just ten years ago, this was impossible.

print ads which led consumers to a website. Once

labels with its elephant icon. This kind of individ-

Today it's happening everywhere."

there, they were treated to hidden video content

ualized branding is possible with HP Indigo digital

featuring Taylor, and links allowing them to shop

printing. Its mission is to raise global awareness

for the fragrance at Macys.com. Taylor Swift's fans

for this endangered African species. Individualizing

digital printing solutions, visit

are some of the most devoted and tech-savvy out

Amarula bottles is a powerful way to reinforce

www.hp.com/go/HPforBrands.

there, so delighting them with these seemingly

the message that every elephant has a unique

impact on product campaigns," Brown-McNally

and less likely to be pirated. These processes don't

To learn more about HP Inc


http://www.Macys.com http://www.hp.com/go/HPforBrands

Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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