Creative News . Customisation

10 Apr 2019

Cowabunga! In-creasing chocolate sales through digital printing.

Parra (Cow) brand chocolate has been a familiar sight in Israel for decades, with the distinctive red wrapper in every supermarket. Rather than sit on its laurels, the brand was keen to reinvigorate itself – and what better way to do that than through a revolutionary new approach to packaging.

Customisation is the ability to produce totally unique and tailormade versions so every single unit is 100% unique. Thanks to the combined powers of HP SmartStream Mosaic and the HP Indigo 10000 digital press, bars of Cow Brand chocolate went on sale in one-of-a kind wrappers. These new ‘Origamoo’ designs sold ten times faster than the same chocolate in the traditional wrappers.

From just 17 seed designs, the software created one million unique designs. On the inside of the wrapper, something else new: dotted lines to guide consumers in folding their wrapper to create an origami cow, again uniquely patterned.

No two wrappers were the same, but Israeli consumers were united in their enjoyment of this new, much more creative packaging. Engagement was boosted through a dedicated ‘how to fold your cow’ website, and a social media campaign encouraging people to name and tag their bovine paper sculptures and potentially win prizes.

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