One chocolate bar at a time - HP and Hershey's | Clapboard Ad Archive
One chocolate bar at a time positions HP Indigo and Hershey’s at the crossroads of packaging innovation and social progress, with the 2022 campaign in Brazil transforming standard confectionery packaging into a dynamic platform for authentic storytelling and representation. Engineered in partnership with Camargo Cia de Embalagens and led by BETC Havas, the campaign leverages HP Indigo’s advanced digital printing to create limited-edition Hershey’s bars that become canvases for women’s achievements in fields spanning science, business, sports, activism, and music, turning each product into an aspirational touchpoint. The creative strategy moves beyond transactional branding, driving differentiation by meaningfully connecting with consumers who demand both authenticity and cultural relevance — a sharp response to the rapid rise of value-driven purchase behavior, especially among socially conscious Brazilian audiences during International Women’s Day and the broader #HerForShe movement. By highlighting real women from varied backgrounds and featuring their stories and likenesses on retail-ready chocolate bars, Hershey and HP Indigo mobilize what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, inviting women and girls to see themselves and their potential reflected directly in the product. This format is crucial: it shifts the campaign’s emotional focus from abstract brand values to living, breathing role models, generating deeper resonance and a sense of inclusion at the point of sale. In the crowded Food & Drink market category—where competitors like Mondelez, Nestlé, and Mars increasingly use storytelling and personalization—the campaign amplifies differentiation by showing how technology can unlock new dimensions for brand advocacy and consumer engagement. At the same time, HP Indigo’s flexibility and customization signal strategic value for brands and print providers eyeing uncontested or niche markets, fundamentally expanding what packaging can deliver beyond basic functionality. This collaboration’s impact is also multiplied by its multiplatform presence and its cultural alignment, with social media and owned channels extending reach and reinforcing the campaign’s relevance within technology, retail, and public interest industry spheres. The campaign earns 72/100 in Clapboard’s global creative archive. The work underscores how brand partnerships that merge next-generation production technologies with progressive storytelling are poised to rewrite the boundaries of consumer interaction and brand purpose in the packaging sector.
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