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HP Graphic Arts and Amarula collaborate on digital print advertising | Credit: iStock

Wherever we have seen, we have seen brands initiate and execute sustainable development activities through original marketing, allowing consumers to talk. Brands are pushing the boundaries of creativity, but in order to keep up with the market, even the most popular brands are looking for new and innovative ways to differentiate themselves from their competitors. However, the creative journey takes time.

One of my favorite quotes from Pablo Picasso perfectly speculated this: "Learn the rules like a professional so you can break them like an artist."

This ignites a story: skilled creatives know the exact time to throw away the rule book, creatively challenge and inspire new and exciting ideas. For brands, if we follow the same point of view, we can create unforgettable brand experiences in the next few years.

Easier said than done, right? As a former marketer and working with some of the world's most famous brands, we are all inspired by creativity and hope to bring memorable ideas to the table by enhancing and developing a more sustainable business. We are always looking for the next best concept that exceeds expectations, allowing consumers to speak freely, and is a meaningful light bulb moment. This is why so many brands are now turning to digital printing and packaging to unleash their creativity. For example, electricity is shining from that light bulb in an instant.

Brands have the potential to conceive creativity through co-creation. For digital printing, co-creation is the core of its technology and the key to meaningful interaction with consumers and co-delivering content in a relevant, timely and authentic manner. In fact, according to research, memorable and fascinating events have generated 10-30% of digital media increments. I like to call it "technology for personalization."

Through personalized packaging, brands can quickly promote participation in community activities to the market, achieve brand goals on packaging, and stimulate deeper and more meaningful interactions with consumers. By co-creating a brand, creative agencies, designers, and marketers have the potential to start human-centered storytelling, putting sustainability and social goals in the first place and center.  

HP Graphic Arts has partnered with some of the world's largest and most innovative brands and has proven that digital printing can unleash creativity and enable brands to promote sustainable behavior and build reputation. Whether it's using Amarula to save an endangered elephant or using Dettol to speak for our underrepresented Covid heroes, it is through the use of digital printing that brands enter their unique journey of unleashing creativity.

Global brands that use digital printing and packaging as part of their marketing strategies are becoming category leaders in the industry. Take the leading coffee brand Nestlé as an example. As one of the largest coffee brands in the world, it is sold in more than 180 countries around the world, and consumers enjoy the quality, natural flavor and convenience of its coffee beans. But as a brand, they face the challenge of communicating with a wider audience.

Then there is the millennial generation: this generation seems to be always looking for new and exciting experiences. By simply turning its famous coffee can into a gift suitable for the younger generation, Nescafe has produced 3,000 customized labels with Mexico's most common New Year's resolutions to help them connect with customers during and after the holiday. After the amazing pilot success of the event, the brand has expanded its production scale, producing more than 20 million cans, combining these 3,000 different labels, and selling them through a series of retail partners.

Digital printing and packaging consistently help global brands achieve their core content goals, reappear with a better physical experience, and achieve personalization through co-creation. With HP Digital Printing, it is possible for brands to double their return on investment through personalized and co-created consumer engagement, a journey that makes consumers feel united and ignited by a sense of belonging.

Jose Gorbea is the head of HP Indigo brand innovation for HP Graphic Arts.

Be the catalyst for today’s change and see more information about HP Graphic Arts on www.reinventing-creativity.com.

This article is sponsored by HP Graphic Arts.

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