FuturePrint Podcast
FuturePrint is dedicated to and passionate about the power of print technology to enable new opportunities and create new value. This pod features deep-dive discussions with the people behind the tech as well as market analysis, trends, marketing and storytelling!
FuturePrint Podcast
#242 STAND OUT! How HP Digital Print is Reinventing Brand Engagement for Packaging
This podcast was originally broadcast on FPTV. If you would like to view the podcast go to this link! It is worth doing given the visual impact and focus of the content. That said, it is still a super interesting audio podcast which is why we are sharing it here too!
Show Notes
In this eye-opening episode of the FuturePrint Podcast, we dive into the transformative power of digital print with two of the industry’s leading minds: Abel Sanchez Hermosilla-Martinez, Head of Brands & Agencies Innovation Platform at HP, and Guy Bibi, Product Manager of HP’s Creativity Power Pack.
Hosted by Marcus Timson, this conversation explores how HP is redefining packaging as more than just a protective layer—it's becoming a powerful media channel, creative storytelling tool, and engine of brand engagement.
Discover how digital print enables personalization at scale, shrinks time-to-market, and empowers brands to create emotional connections with their audiences—without changing the product itself. From Hershey’s purpose-led “Her for She” campaign to Toblerone’s personality-driven gifting experience and even AI-enhanced Nutella jars, this episode is packed with real-world examples that prove the ROI of physical experience in a digital-first world.
Abel and Guy also share HP’s unique co-creation process through its Garage Innovation Workshop, helping brands ideate, prototype, and launch campaigns in as little as 24 hours. Learn how brands can use packaging to not only differentiate but also to spark community, build trust, and speak to the next generation of consumers.
Whether you’re a brand owner, marketer, print provider, or innovator, this episode will inspire you to reimagine what print can be.
🎧 Tune in now to hear how print is being redefined—and how your brand can stand out in a saturated world.
Abel Sanchez Hermosilla-Martinez Bio
“Originally hailing from Barcelona, Abel had the privilege of shaping the marketing agendas of multiple brands across different industries in EMEA. His transition into the world of technology to HP over three years ago unlocked a new dimension of marketing, one that underscores the importance of embedding packaging and the physical experience, in brand strategy.
Now he leads HP's Brands & Agencies Innovation team for EMEA (Europe, Middle East & Africa), and what he does in his team is humanizing digital print. Empower brands, agencies, and Print Service Providers to drive their business with a consumer-centric approach, translating all of the technical benefits from HP technology and industrial presses into the language of brand owners, and into ideas you can print to double the ROI of your marketing campaigns.”
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FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany
Welcome to the Future Print Podcast, celebrating print technology and the people behind it.
Speaker 2:Welcome to the latest edition of the Future Print Podcast, and this one is a little different. It's going to be a visual podcast as much as anything else, because the theme is so visual and, while I'm sure we all have wonderful imaginations, and these guys that I'm about to introduce very articulate and descriptive, it's really important to see this because this is about the creative impact that this amazing technology has, and I'm really happy to have with me today abel sanchez and guy bb from HP Industrial Print.
Speaker 2:Welcome to the Future Print Podcast, gentlemen, thank you so much, and the theme of this is called Stand Out, and I think a great theme and a great title. The world we live in is incredibly fast moving, it's incredibly VUCA and all of these sort of things, but we think and I think the theme of this will come through this discussion really is that if we leverage this technology, if we invest time and creativity, we can help our customers really reach people and solve some of the sort of problems that that we have. We're very distracted, aren't we? Uh, there's so many messages out there not all of them very good, but I think with this imagination, combined with technology, creativity and a willingness to try new things, there's some huge, huge gains that brands, fmcg brands and retailers can really benefit from. So, before we get into the kind of the real detail of this, gentlemen, would you mind just giving us a little bit of introduction about yourselves, perhaps starting with Abel, if you could introduce yourself, please.
Speaker 3:Sure, thank you, marcus, for having us. Good morning guys. Well, yeah, so I'm Abel. I lead what we call the Brands and Agencies Innovation Platform for HP at AMEA level. So my role, I would say, it's to humanize the technology, meaning to translate all of those technical benefits of our technology into the language of brand owners and agencies. So you'll see today, Marcus and our audience, that my conversation it's not about pages per minute, color management, primers and so on. It's more about ideas, about campaigns, about marketing effectiveness, about personalization and about how brands can embed packaging or the physical experience in general as part of their media mix.
Speaker 3:This is my role here in the company.
Speaker 2:Brilliant. So, yes, deploying both the creativity and the technology to work Incredible, almost creating a profile and then reaching people on both an emotional and practical level. So very exciting. Thanks for that. Guy, could you explain introduce yourself how you work together? But you do slightly different things, don't you?
Speaker 4:Right. So Abel and I kind of collaborate together on the brands and agencies side, but my role is I am the product manager of the creativity power pack, basically the tools that are developed in hp to tackle all of these brand engagements, the needs that the brands have. How do do we create and tell the story, engage consumers, get more ROI from the packaging with our set of tools? So I also in the development side, but I also as a designer myself. I also help the brands with ideation and how to implement or maybe redevelop the tools to answer to their needs. So that's where Abel and I collaborate and I think that throughout this conversation you will see really how tight this collaboration is and how we complement one another with the needs of the brands.
Speaker 2:Yeah, and and and I guess well, since I joined the digital printing industry many, many years ago, the issue back then was that, um, the possibilities were incredibly exciting, but there's a little bit of a gap between the comprehension of those possibilities and and actually what brands understand they can do so. It's quite exciting for them. There's a bit of a revelation, I think you're about to to give us here, really, but why do many brands still lack awareness?
Speaker 3:you're absolutely right, yeah I usually start my my sessions, my master classes or my educational sessions with brands and agencies asking them a question which is from one to 10, how much they would say that they know about digital print. And I have to tell you that usually the answer to that question is one, two, three. You know, I think that what happens is that most of the times our customers meaning I mean print service providers they speak with a purchasing or procurement department of a brand and their only KPI is cost right. But when I have this conversation with marketers, the conversation switches to value creation, right. So here the idea, and I use always this slide to explain them the benefits of digital print.
Speaker 3:I always use a very simple example to simplify it, which is imagine that you are preparing a PowerPoint presentation to someone to explain what I don't know your brand is. You decide to explain your story in three different slides. You bring different content, different images, different text and in the moment that you push print in your laptop at home or your office, these three slides will come out of your printer basically immediately. So HP Digital Print works exactly the same way, but at scale, at industrial scale, and brand can get amazing benefits out of that, which is the first one, is speed to market. You'll see right now in the slide speed to market. So they can save from four to six weeks in this process. They don't need to create the plates, the cylinders and so on. The setup of the press is much faster. The second benefit is variable data, so every single unit in the same print run. So, like the same example of the PowerPoint presentation, guy, if you can click, please, it can be different. Okay, variable graphics.
Speaker 3:And here the amazing thing I would say that most importantly, is that they don't need to hire an army of designers to create those variable designs. They can delegate this task to a software that we own and Guy is the master and commander of it which is called Smart Stream Designer to bring personalization or personalized storytelling at scale. Then Leaner Inventory, so they can bring what they want when they want it. They have lower minimum order quantities and, of course, color consistency and quality. Again, I'm not a technical guy, I'm not going to go into this aspect of the technology, but again, it's amazing this benefit for brands. So this is a simple way how I explain them and when marketers understand this, that they can launch innovation faster into the market, that they can personalize their pack, that they can become more sustainable, and so on and so forth. Then it's again a value creation conversation.
Speaker 2:Yeah, anything you wanted to add to that Guy at all. I mean it's that coalescence. I guess both of you are an example of that. You've got a blend of the creativity and the technical, and that's kind of when amazing things happen, isn't it? When you have creative ideas and you can realize them quickly and you're not weighed down by the, perhaps more the analog model of doing things where it's just too expensive to do, too slow, and that's kind of like that coalescence of the two is where really exciting things can happen, right.
Speaker 4:Yes, definitely, Definitely. I think that it's you know. Just as an anecdote, I was invited to an open house where one of our customers brought all of his brands to an open house and we created an idea and we printed it on the same day, One hour. One hour to define the idea, to generate the images, to do them as variable data, to impose and compose them, to generate the PDFs, rip them and print them. One hour. So imagine a brand seeing something like that. It is something that they are not used to. They are used to plate making and color consistency or color management and needs.
Speaker 2:Seeing this life really is is unbelievable yeah, yeah, and that that's, um, that's exciting. It just accelerates creativity, doesn't? It accelerates time to market. You get to test ideas quickly, you can change direction. You don't, uh, invest too much in production when perhaps it might not been quite right, it could have been better. So I think it feels like it's hugely liberating, really, for for people as well, if they're able to discover this. So I I guess, as I said in the introduction, that, um, we all love social media, we all love, uh, the possibilities of online stuff, and it's exciting and so on. But there has been a bit of a reemergence, hasn't there, of the physical experience within marketing and branding, and so how has that reemergence really impacted marketing and branding?
Speaker 4:that kind of need for physical yeah, so actually this is very interesting. You know, always when I go to brands, when I show this to agencies, a lot of times I'm being asked we understand that HP develops magnificent technological marvels as the digital presses, but why do they invest in creativity? What is the end goal of that? Invest in creativity? What is the end goal of that? And I think that this is where what you're saying comes to fruition, because I usually show them this graph and it's a very simple question when do you feel more like yourself? When you're online or when you're offline? But you can see the trends. The trends have changed. So 75% of boomers feel more like themselves when they are offline, but today, gen Zs and even millennials spend most of their days onlineers. Feel more like themselves when they are offline, but today Gen Zs and even millennials spend most of their days online. They feel more respected and they feel more like themselves when they are online.
Speaker 4:Now brands understand that in order to market to these groups of people, they need to change their language. Why? Because these Gen Zs and millennials may speak English like the boomers, but in reality, it's not the same language. They do not have the same needs. They do not purchase the same way, they do not have the same expectations from the brands and they do not have the same loyalty to the brand, have the same loyalty to the brand and then, if the brands understand that the money, the actual dollars, moved from the boomers towards these millennials and Gen Zs, they understand that this change in language is crucial and that is why, to the brands, there is something that is called the SADS acronym and the world is changing for them and they're facing new challenges like saturation, which means that you are bombarded with marketing messages.
Speaker 4:Now I always ask the audience when I present this how many commercials do you remember from the social media that you have been at? Maybe Facebook, linkedin, tiktok? Usually people can remember one, but most of them can't remember none of them because we filter it out. Our minds are just filtering it out, but if you take the same package and you pour your milk every day, the message on the package is coming through, so the medium becomes the message Right, but in a different way. Maybe Then you have anxiety, which means that because we are online, we are more aware about everything that happens in the world. So you can talk about wars and about Black Lives Matter and women's rights and LGBTQ. The brands are expected to take a stand, and you can see the time to market getting shorter.
Speaker 4:Here as well, digital print can assist. We can print whatever we want, wherever, wherever we want, and you'll see that then you have distrust, which means that we believe less everything you know. It doesn't matter who says something we don't believe in, unless it's someone that we know from our close environment. So if a person shares a product on his social media, I will believe that it's good, and digital print can assist with that. More than that, we have security solutions, so you can have brand protection and make sure that what the brand puts as a message out there is the real one. And then, lastly, it's scrutiny. Basically, every dollar that the brand is spending. They want to see almost an immediate return on investment, and with our set of capabilities, in reality, you don't need to change the product, you change the label and you can increase your return on investment with social engagement, with personalization, with one-of-a-kind, with uniqueness, and I think that this is where this change is coming through, and this is how digital print can overcome what analog print can offer.
Speaker 3:Yeah, absolutely, and complementing, building on your explanation, guy, what we've seen is is that brands, you know, taking advantage of this opportunity for the re-emergence of the physical experience, are the ones performing better. I don't know if they, if our audience today knows who the lions are, but they are kind of the oscars of the marketing campaigns, of advertising, right, so they. So they created this research which is called the Lion's Effectiveness Code, where they analyze the last 10 years of winning marketing campaigns. So what you can see here on the left side is the average media mix of a brand today, where brands are investing today in terms of media, so online, video, tv, social media, which I think it's not a surprise for any of us.
Speaker 3:But, on the other hand, what you can see here on the right side of the slide, it's the effectiveness, and when it comes to effectiveness, the physical experience, you know, becomes the second most effective media for a brand, for a brand, meaning that a brand's embedding packaging as part of their media mix. Packaging or any other type of physical experience or printed materials, are performing better, are improving their marketing effectiveness, and this is something that we are trying to educate marketers, because then their thinking and their mindset changes. So then the comparison is not the cost of this label or this flexible pack printed in digital versus analog is against the money that they are investing on social media, tv or other channels. And then imagine the weight of the incremental cost of digital print, in case that happened is 0.0 something in their entire P&L. And then the conversation again changes and it's about the value and the return on investment that they can get using this technology.
Speaker 2:Yeah, that's really interesting, that's really compelling, actually, isn't it? So number two physical. So, obviously, that's where print is. Literally Brands, even with this research that you have here. And this is like you say, the Lions is the Oscars, the Carolina event is an incredible advertising kind of celebration of creativity, isn't it? But it's underpinned a lot by the trends and proven stuff. So the slide on the right, most effective channels. Physicals, number two. But still brands aren't fully exploiting that. No, no, that's exactly.
Speaker 3:Still the awareness, and that's why I think that your first question today was absolutely right. There's a lack of awareness, especially when it comes to marketers or brand decision makers like ours you know brands and agencies innovation it's so important and it's actually quite unique in the industry because we need to educate marketers and brand decision makers about the power of digital print.
Speaker 2:Yeah, yeah, yeah.
Speaker 3:Absolutely yeah.
Speaker 2:So, yeah, let's move a bit on to sort of HP Digital Print, because I think you have, though you mentioned advantages there, and I think a lot of it is intelligence mixed with capability. What came through a bit in what you were just saying there, guy, is that, um, the brand. These think they do think about journey, but they need to think a bit slightly differently now because of gen z and millennials. That's incredible, isn't it? And an exciting opportunity. I'm not a gen z or a millennial, but but I think you know that that's the secret source being able to think, think and go through that journey. So HP Digital Twin Technology is a huge enabler. How does it accelerate, perhaps, supply chain efficiencies and consumer engagement?
Speaker 3:Yeah. So what we've done, marcus, is that we've created this adoption journey for brands on how they can accelerate not only their sustainability journey but also their marketing effectiveness, and I would say that our role here is to move runs away from step one and more into step two and step three, because step one is what everybody knows about digital print it's cheaper, faster and more efficient for show runs. Okay, so this is about supply chain efficiencies. Exactly that's the basics and, to be honest's the basics.
Speaker 3:And, to be honest, for that HP don't need me, you know, because this is just a maths exercise, exactly, but brands also need to know that the more they print digitally, the faster they'll reach their sustainability goals.
Speaker 3:Okay, they'll reduce their packaging waste. They can lower the global warming impact. They can use they can lower the global warming impact. They can use, you know, sustainable, recyclable, biodegradable, compostable substrates, materials and so on. So this is also, of course, an advantage, and today I can tell you that brands and marketers also have a very aggressive objectives when it comes to, you know, sustainability point is how we can use the technology, how we can use personalization as a way to grow their business, to engage in a more relevant way with their consumers. And I think we will focus the rest of our presentation showcasing case studies, success stories and how we are doing this with brands. And, of course, as you can see in the bottom, some brands start small and then they grow and they develop. So some brands start small and then they grow and they develop. Some others jump into the three pillars, depending on how hungry they are, on innovation.
Speaker 2:But of course, this is a very good roadmap on how they can adopt the technology. Yeah, and that's like you say from step one through step three, it then becomes incredibly powerful, doesn't it? It's on an emotional level, practical one, but also sustainability and social impact. It's um, it's like it starts feeling like it's not about just persuading people to buy products.
Speaker 3:It's actually got much more value beyond that, much more um, which, which is exciting absolutely, marcus, and I would say that you know, for a brand product innovation take a lot of time, take a lot of resources behind it and and you know technology HP Digital Print and SmartStream Designer that we will talk about it. Our promise is one month idea to market so we can provide a way to achieve a commercial innovation in an unbelievable timing, which is one month or even less.
Speaker 2:Yeah, and you can see the advantage, first mover advantage and also sort of you know, just a 5% advantage is huge across a massive supply chain marketplace. So yeah, if I was brand listening to this, I want to get started pretty quickly. Really, you've mentioned, I think we've seen huge creativity from hp in the past and with campaigns around sort of personalization, which, uh, is obviously a still a buzzword and massive, massive thing really. And um, why is personalization, personalization, considered a mega trend in today's market landscape? Why?
Speaker 3:Yeah. So we wanted to become subject matter experts on this megatrend, marcus, because, yeah, we're seeing that personalization is starting to be everywhere. So we did a research analyzing 50 million conversations in social media to understand this megatrend, and we discovered some great facts, like the ones that you can hear. The first one is the, the, the personalized items in the marketplace. Uh, this marketplace is massive 201 billions and, most importantly, growing at 50 percent, especially after the covenant, after the pandemic.
Speaker 3:Almost half of the consumers are switching to brands offering personalized experiences, and the younger they are, the more they want them. This is linked to a guy's comment before. So millennials and gen z want this type of experiences and 70 percent of shoppers are willing to pay more for a personalized item because it has, you know, a more intrinsic value for for them. So, again, it's about value, pricing, power and so on, so forth, and in next slide you'll see that this is something that we are seeing in every single industry, either home goods, automotive, toys and games, beauty, food and beverage, cpg, consumer health doesn't matter. So this is a trend that we are seeing in every single industry and I think, guy, probably you can complement this with an example of a brand using personalization and the value that that brought to that brand.
Speaker 4:Yes, definitely. Well, actually, personalization is, you know, you remember, a decade ago we did the Coca-Cola campaign, the Share a Coke campaign, with the names, so people could go to the supermarket find their names. So people could go to the supermarket find their names. In this decade Coca-Cola done I don't know how many other campaigns, but when they analyzed their campaigns they found out that this share a co campaign was the most successful one they've done in the last decade and that's why they re-relist it now. So now you have another share a co-campaign, version 2.0. So you can see that personalization, even when a decade passed, it's still the number one thing that people really love.
Speaker 4:Now, why is this also returning on investment? Because look at this, this is a jar of Mermite. Right, you can go to the store and buy a jar of Mermite for 360 pounds. But if you just change the label and you don't change the jar, you don't change the quantity, you don't change the supply chain, just the label suddenly, like magic, you can purchase it in 12 pounds and people are willing to pay for that because they can take a picture with it, they can share it, they can gift it, they can do a lot of things with that, and that is exactly the roi that the brand is seeing from the print perspective yeah, it's interesting as well.
Speaker 2:I was just thinking, while you're saying that marmite is a fan, I love marmite, but it's one of those products. You either love it or hate it. But I I wonder whether Philippa decreases the likelihood of people stealing Philippa's Marmite. You know what I mean. It's like you feel guilty, wouldn't you? You know it's got her name on it, but yeah, it's being silly. But yeah, it's economic, isn't it? Yeah, it's economic, isn't it? Like you just said, not only is it a fantastic way for Philippa to feel warm and fantastic about that possibility, it also means actually Philippa, or somebody buying a present for Philippa, is prepared to pay a huge amount of money for the pleasure of having it. It's economic.
Speaker 3:Absolutely. And let me give you another economic benefit. Actually I don't know how many facings Marmite usually have on the shelf in store, but in the moment that you personalize packs and you explain story through different packs, so I'm sure that the retailer will put more facing and the brand will increase visibility on the shelf. And the more you see a, a product, the more chances you have to buy it, and sometimes you even have to pay for this space on the shelf as a brand. Also, again, it's about value creation also.
Speaker 2:What's so powerful about that as well, isn't it? It's that, and I don't know how you gauge that, but I remember the sharing coke stuff. People talked about it. All my friends talked about it. The word of mouth is so powerful, isn't it huge? It is yeah, yeah so when?
Speaker 4:when would you expect to get to be gifted a bottle of coca-cola?
Speaker 2:but when you have your name on it, it's a legitimate gift yeah, yeah, it's a legitimate gift and something that, um, you'll keep for longer, you'll talk about far more, you'll share it and so, yeah, very clever stuff and um exciting and could be deployed in lots of, in lots of different ways. Um, so, yeah, just sort of following on, personalization really, um, how can, how can these brands successfully actually integrate customization? This is where I it's beyond my technical capability, but how can they integrate customization, personalization and perhaps personalized storytelling at a scale using print? I would imagine with the Shera Coke campaign, the hope was that people would do that and the hope was that people would talk about it. I mean, they did. But how can brands really, I guess, successfully know that, when they start the process, that this is going to have had the impact at scale, and I guess the key word is storytelling at scale, isn't it?
Speaker 4:Yeah, definitely, definitely. So I think your question has two parts. So the first part is the how. I mean, how do we enable this? And I'll explain this in a second. The second part is the benefit, which I think we already talked about.
Speaker 4:But you know, the brands see what the other brands do and they want to do something better, and we see it day in and day out. And this is why personalization today is not a commodity, it's a necessity. Most of the brands are now trying to do personalization. You can see all of these print-on-demand e-commerce platforms that allow you to do your own customization for everything that you want. Right, personalization is an essential. But also the FMCG ones want to do campaigns. Maybe they can do it personalized. I mean, you know, if you're doing Heineken bottles, you can do a personalized one, but you also want to give the feeling of uniqueness or one of a kind, and you go towards customization. And again, if we return to the first question on how we do that, then basically we at HP or what I do in the creativityivity Power Pack we develop these tools that allow the brands to really change how they're storytelling. And now the Creativity Power Pack actually consists of two elements. It's a plugin for Adobe InDesign and Illustrator, as you can see here, called HP SmartStream Designer. And then the second one is once you finish designing on your local computer and you want to print it at scale, we have a tool called Composer that knows how to take this template and generate millions of PDFs out of it.
Speaker 4:But let's talk about Smart Stream Designer. Now, smart Stream Designer I divided it into four different pillars. The first one is basic, variable data printing, share a code right, you can change the text, the images, put barcodes, whatever you want. The creative tools is where we shine. These are patented tools for HP that can do crazy customization capabilities, and I'm sure Abel will show also a few examples, and I will show some examples in the end. But basically, you can do almost whatever you want creatively.
Speaker 4:We have security features, as I mentioned, brand protection, either entry-level brand protection or, if you want security, real security. We are also working with the leading partners in this world and, lastly, you can even put this into your existing workflows. If you want to streamline it, to add it to an e-commerce, everything can be done. Now, the beauty of a smart stream designer is the fact that you don't have to use the pillar as is. You can always combine text with mosaic, with a different QR code, with a brand protection element. You can create your own constellation.
Speaker 4:One more great thing is the fact that we are press agnostic. I'm sorry, we are press agnostic. It means that we can print on anything that HP allows us to print on right. We can print photos, security folding, cartons, flexible packaging, general GCP anything that you want, really, really. So the fact is that brands understand that, even if they're doing their coca-cola bottles, they can also personalize or customize their points of sales. They can customize their, their uh visuals on the on the street. Anything that they can imagine can be done yeah, so it's.
Speaker 2:It's. You've done a lot of the hard work to take the complexity out of it right so that it enables people to kind of, I imagine, different versions, different regions, different seasons, different times of the year, different, you know. But you're looking at europe. It's a a patchwork of different cultures and different rules and different um celebrations and different holidays, you know. So I could just see it being deployed. You know, a football game suddenly is relevant in. I won't mention barcelona and madrid, but not sensitive, but you know what I mean. You're not gonna, you're not gonna sell much. I wouldn't afford real madrid stuff in barcelona any other way around. So you can be very, you can be very, very sort of granular and clever and thought through without it causing too much disruption, right?
Speaker 3:Absolutely, and actually this is what you can see in the next slide and the first. This is how I translate what Guy explained into the language of brand owners on how they can bring personalized storytelling at scale. And what you're mentioning right now, marcus, it's about strategic production. And what you're mentioning right now, marcus, it's about strategic production. So in the same print run, they can target the algorithm of a smart stream designer to create, you know, an occasion marketing campaign, a retailer-specific marketing campaign, what you were saying, a geolocalized campaign within a country, within a region, whatever is strategically relevant for them. So the next level is also that they can randomize production. So just with one seed pattern, we can create thousands of variations. Then they can elevate that to what we call hyper-customization, and here the limit is your imagination. Here, in this case, with Ecuador, we, you know, elevated the piece of art of an artist in Denmark into 3.2 million variations of this label, with the signature of the artist and individually numbered from one to three point two million. So everybody wanted to have, you know, one of these unique bottles of this artist, famous artist in denmark. But then, most importantly, you can uh, co-create and this is a word that we love here at HP, which is when you can involve consumers in the storytelling of a brand.
Speaker 3:So this is a book. It's called I don't know if you know this platform, marcos, called Tasty, so they are kind of an Instagram or Facebook for foodies. Okay so recipes, advices and so on. So, as you can see here, not only the front page of that book is personalized with the name, but also the content is personalized. If I know that you, marcus, you like recipes, I don't know with a strawberry, cinnamon, cheese, chocolate, whatever, because I know what you liked and what you shared in this platform throughout the year, the content of that book will be personalized for you and will be different than the one from Guy.
Speaker 3:So this ability and this is important this ability to bring content from social media, from an Excel file, from a CRM, sap, whatever the database is, and connect this with the design or the technology, is unique to HP. Thanks to the software Smart Stream Designer. And then, of course, last level, we have a lot of smart packaging and publishing solutions to connect, to interact with consumers, to track and trace, trace products, to create anti-counterfeiting solutions. But I think I will cover this um later on what's important.
Speaker 2:The last one I know we're talking much. I'm getting excited about creativity and granularity, everything else. This is super important. Still, isn't it sort of avoiding problematic things with counterfeit and so on? You know that that smart technology really gets around that and helps. Helps brand protect and also helps consumers trust.
Speaker 3:What they're buying is what they're absolutely yeah, so in the end, it's not about just the technology, as I was saying, you know, and the how beautiful the process is and how fast they are, but it's about what they can do with that and how that can, you know, help them increase their business through all of this also trust.
Speaker 2:I, I think, is the thing, isn't it that, um, this kind of thought and creativity I love the example you were just saying about. You know the pasty junior that that personalized cookbooks and that is, um, that just builds a relationship.
Speaker 3:That builds a relationship that, probably, unless business-wise you want to build relationships, that last right absolutely yeah, and and actually, as part of this research that I mentioned before, analyzing 50 million conversations of social media, marcus, we discovered that there are six top emotional drivers, uh, of why a human being wants to interact with something that is physical but, at the same time, is personalized, and these are drivers that brands can activate in their marketing campaigns. So I'm going to go through examples, a few of them, but you'll understand very quickly how it works. Works, but in the end, it helped us to inspire brands, to inspire agencies on how to use personalization, you know, to solve their uh brand challenges. So we put technology at the service of their brand challenges. So let me start with the one in the top left, the emotional driver that we call mindful materialism, because the insight behind this territory is that it's our own responsibility to make the world a better place to live in.
Speaker 3:Probably a lot of people know this campaign, this brand Hershey's. This is a chocolate brand quite well known in the Americas, for example, growing a lot in Europe as well. So they came to us with a challenge. That was we want to launch a gender equality campaign in Brazil. Okay, that was we want to launch a gender equality campaign in Brazil. Okay so, in partnership with them and with their agency and with one of our services, which is the HP Garage Innovation Workshop, we co-created this campaign that is called Hair for she. As you can see, by splitting the brand between hair and she, you can have her songs, her poems, her music, or she sings, she writes, she dreams, whatever the case might be, but in the end, every single pack is celebrating women through unique designs and not only that through unique QR codes, you can access to stories of women in Brazil, inspiring newer generations of women to drive change. Okay so, in the end, again, this is not personalizing for the sake of personalized. This is putting personalization at the service of a brand challenge or, you know, to have social impact. This is not just part of their offline strategy. This is connected with their YouTube channel, driving traffic, generating earned media, because women will share, you know, those facts in social media as well. So this is, again building value and differentiation through personalization and activating a purpose through personalization. Very easy drivers to understand flying your flag. We feel pride when we are recognized as part of a community, and you mentioned football and this is a great example.
Speaker 3:You see this campaign with Cadbury. Everything started with Liverpool Today we are printing the top 10 teams of their Premier League and, again, very simple way, every single tablet is unique, randomizing different assets in a very easy way through smart stream designers, as you can see here. But most importantly, again, about value. This is, uh, in the top, in the bottom left. This is a screenshot of ebay one month ago. You can find those tablets at almost 100 pounds, which is 50 times its cost on the shelf. So, because it's becoming a collectible item, it's becoming, it's something that you know consumers love and increasing consumer engagement.
Speaker 3:Next one I love bringing bonds to life is, uh, the territory of gifting. Of course, the more personalized is a gift, the more we show others how much we care, right? So this is a campaign that we, you know, created with uh, a toblerone in the uk with different quirks. Okay, so amazing. So you can choose. You can buy your brand and choose the, the, the quirk that identify I don't know whoever you love uh. In the same way that we can create unique designs, we can create unique qr codes, and I love how this brand uh use that to connect people in a personalized, but also in an emotional way. We will play the video. It's in Spanish.
Speaker 5:Quises Inbox A dynamic way You'll understand that. A unique way to personalize what you want to say. Scan the QR code backwards and insert your own message. You can do it with photos or videos that you already have in your cart. Add your special touch and make that gift a unique moment.
Speaker 3:Quises Inbox, the new Kises line, to show what you feel in your way, the only one able to watch this video, because the QR code is unique and linked to a unique landing page, which is really, really easy to execute, and I think this is an amazing example. And next one yeah, of course, they are launching this for social locations, for Moms Day, valentines and so on, to keep the campaign always on, and this is performing amazingly. And I think next is my last example yeah, milcaleo. Look, milcaleo is the main competitor of kitkat, okay, and, and their positioning in belgium, where they are the absolute leader is, is quite similar. Okay, take a break, take a milk a Leo. So we named this activity Milk a Leo.
Speaker 3:Color your break. So you can go to this website. You choose one of the designs, the design you like, from one of the 12 designers and influencers in Belgium that they hire for this campaign. You color it. As you can see here, I'm coloring this design. Of course, the color palette here is decided by the brand, so not the colors that fit their brand. You will not find here the Nestle red, of course, because it's the color of their competition, and 30% of this design is pre-colored with a Milka purple, what they call the Milka lilac, of course, to protect and to maintain their brand equity.
Speaker 3:So once I finish coloring this design, I'll put my social media handle here. I'll say this is my Instagram I accept. And then, in three seconds, as you'll see this is real speed a PDF high resolution ready to print I accept. And then, in three seconds as you'll see this is real speed a PDF high resolution ready to print is generated and traveling to the print service provider to print that job. So imagine people looking for their own design across Belgium and the word of mouth, as you mentioned, and the earned media that that generated because people were thanking their friends when they saw their design on the shelf was amazing Because, as you can see, at the bottom, it's not only my design but it also appears my name on the pack. So, yeah, I think that was a great campaign as well. And this is my last example, because well before I let a guy explode the mind of our audience today.
Speaker 2:Really good and I think that, like you said, it's the consumers creating the product, actually participating. It's where the experience goes on an entirely different level, doesn't it? It's that sort of I've created this, I've worked, you know, it's got collaborative almost and, um, yeah, it's very clever and it and it's um, I guess it's about having that, that space to create and to think about the possibilities and to let, to let that creativity flow, because the positive, the barriers are down. Now you're enabling this. So it's a, it's exciting and I guess, I guess, like with any idea and innovation, a word that's, um, inherently connected, I guess, is spark.
Speaker 2:Isn't it that sense of, you know, having an idea, sparking the idea and then flowing with the idea, and so often I think ideas stop because things are too, seem too difficult, complex, maybe expensive, nice idea, but can't quite do it. So I think what you're doing here is helping, so you're not just it's possible, you're actually helping them. So it's really really, really exciting. So tell us a bit about this Spark technology, because this is actually something really quite exciting and clever, and it's not just about creativity, it's about helping supply chain and security to improve. I guess brand agility and agility is another word that's super important right now being able to move quickly and solve problems quickly, really to ensure an amazing consumer's experience. Yeah, might you be able to sort of explain how HP Spark technology really does that? Is that more your?
Speaker 4:sort. Yeah, I'd love that. I'd love that. Well, to be honest, you know you said all the right words because agility is the name of the game and digital is digital right? So, as Abel said, most people do not know what digital print is. Now, when we show them these capabilities, their minds are blown because they never expect that we ingest technology in such a fast form, want, with print, now, more than that. Imagine the creative capabilities of the software. But, of course, our presses also allow you a uniqueness and they allow you agility, so you can print whatever you want, wherever you want, whenever you want, in whatever quantity you want. So it really allows the brand to be as agile as they want and you can see, through the requests from the brand, the amount of flexibility and agility we give them.
Speaker 4:So HP Spark is a new addition. Well, it's actually the real opportunities in creative printing. Hp Spark is an addition to the existing creative tools that we have. Right, we have HP Mosaic and HP Collage and HP Frames and HP Spine Printing and Edge Printing Sons of different solutions, but all of them are mostly, let's say, quarantined. You can change parameters and with these parameters you can design things.
Speaker 4:With HP Spark, we allow the user to insert external code, open source code that is called P5.js, a JavaScript library, into the variable data software. So with that you can create real generative art, build your own security solutions that you own the IP to. You can change the logic or even change the supply chain. You can create graphs and charts, you can create interactivity, you can make your designs easier, but you can also insert artificial intelligence, machine learning, and of course there are a lot of examples. I don't want to take all the time, so I'll just share a few of these, of course, with the help of Abel. So let's talk about generative art. Generative art is basically the ability to generate the art with code. Imagine mosaic.
Speaker 4:If you want to do mosaic, a designer needs to create a seed pattern With generative art. You don't need that. Basically, you can see, all of these different lines are simply generated by a piece of code. Now, we also understand that not everybody are coders, so we know how to take the variables of the code and translate them into a user interface so you can change the direction, speed, the alpha of the circle, the radius, etc. And once you define these parameters, basically you can print them as many times as you want on whatever you want. Now imagine that this is simply a piece of code. Today I can even go to ChatGPT and tell ChatGPT or Gemini or Cloud write a P5.js script for me that does whatever it is you want it to do and insert it into HB Spark to create variable data out of it. So really, the immensity of it is quite incredible another thing you know.
Speaker 4:Sorry, you do have it's really really clever, isn't it?
Speaker 2:so you'll enable the creator to play with lots of different images and so on, and it's it formats it for you, don't you know what I mean? You don't have to do a lot of pre-work, it just, oh, have a look at that idea. Don't like it, change it. It's quite super quick, yeah really, it's exactly that.
Speaker 4:You have immediate gratification right. You know what you're going to get.
Speaker 4:Now look at this example. This is a brand that sells cannabis in flexible packaging. They wanted to create a security element, but in a creative way. So what they did is they took the brand equity, the different logos and symbolism of the brand and, with HP Spark, they started creating endless emblems. Each one of them is unique, different color, different quadrant color, and it's just shifting around. Then they connected it with a smart packaging solution with our partners called Procure. So basically, once you scan the QR code oh sorry, let me play this Once you scan the QR on the package itself, you can authenticate the right quadrant or the right, what we call, kind of like a sigil.
Speaker 4:You can authenticate it and then two things happen. On the brand side, the brand has a track and trace solution. They can see how many times this code was scanned, where it was scanned, if it was a successful scan, et cetera. On the user side, they get because we know where they are. They get a unique customer journey. We can change the language, we can change the currency, we can change what we offer to this consumer and basically, you can define it as much as you want with the help of external code. Another great capability of HB Spark is logic and Abel can explain what this brand is.
Speaker 3:Yeah, very quickly, this is a water brand in Lithuania. I mean, not every brand is like Coca-Cola of the world, so we also work with smaller brands and this is one of the beauties of the technology. So they wanted to celebrate their 100th anniversary in Lithuania, so we created a guide, helped them create 100,000 unique designs. Okay, as you can see here in the back of the bottle, they celebrate their 100th anniversary through different characters and people. So it's a kind of a the 100th anniversary through different characters and people. So it's a kind of a diversity and inclusion campaign as well. And in the front of the bottle, what you can see is different reasons to do a toast with this water. This is not the normal thing that you do to toast with water, but they are so unique this is the brand with the biggest quantity of minerals and actually the taste is really different that they wanted to celebrate their uniqueness through that campaign. But I think the most important thing here is the logic behind it, and I think you can explain that much better.
Speaker 4:Yeah Well, it's actually nature's champagne, really. It tastes really different. It doesn't taste like water, but it is full of minerals, and then you can toast with it, because this is the real water. Now, as I mentioned, the brands always have requests, but with our set of capabilities, they can really define whatever they want. So, for example, here they have different characters. Right, they have the initial faces, but then they want different hairstyles and they have colors for that. But then they have exceptions. You know, please don't put a blonde hair on a yellow background, please don't put gray hair or on a pink or orange background. Really have tons and tons, and this is just an excerpt of the exceptions that they requested. But with the help of code, we can actually, while we generate all of these variable elements, make sure that all of the requests that they have, we will be able to put them on the bottles. This amount of flexibility is crucial to a brand. They can really celebrate how they want to celebrate.
Speaker 4:Now, more than that, abel showed you this amazing campaign with Cadbury. But there's one thing that we didn't really anticipate and, to be honest, we didn't expect, because this campaign started for Liverpool only, but then they decided, because it was so successful to release it to the 10 top Premier League teams. But then, when they went to the retailer, the retailer stopped them and they told them we understand, we understand the idea behind it, but we, as a retailer, we don't want to be stuck with leftovers, because Arsenal has many fans and Liverpool have many fans, but Birmingham and West Brom have less fans. So we want different quantities of these teams because to the retailer it's the same SKU. So what they ask the brand to do is to build a box of mix of these four clubs.
Speaker 4:So the brand what can they do is they need to go to a co-packer, send all the chocolates there, they pack it and then they send it to the retailer, which takes time and it costs money. But what we told them is wait, we have HP Spark With our coding capabilities. If you give us the supply chain needs, we can print the right sequence right out of the press that will fit your finishing line, so you can make the co-packer redundant. You print what you need in the right quantity, pack it, put it in a box and send to the retailer. This is something, again, we didn't expect it, but this is something that today we do more and more we change supply chain with the help of the design features. That's quite unbelievable.
Speaker 2:It is, isn't it? And so therefore you're really minimizing, optimizing sales versus production, really optimal, exactly. Yeah. Out of interest. I don't know if you know this, but I guess, yeah, like you said, like man United, the spread of support, the support base is quite wide and all over the place, right, whereas I guess you mentioned West Brom. The support base is much more local, I would imagine. So I guess that's where the value really happens, is that they can just target where they know their people are right.
Speaker 4:Yeah, definitely. And you remember, Abel showed you the campaign with Toblerone where they printed the different quirks right. Toblerone understood that more people would be a dog lover than they would be a sleep talker, and they also asked us please give us different quantities of these in the packages of 10 that we sell. So, with our logic capabilities, we also defined the different quantities and we made sure that no two quirks will be in the same package of 10. This is something that no other vendor can do today, as much as I understand.
Speaker 2:Yeah, very clever, and it sounds like, yeah, it would have been impossible without that Impossible. It's fantastic. It's just making it easy to be very sort of intelligent with your production and where it goes and to whom, and also, like you say, not having duplicates, which kind of is important, right, when we're talking about things.
Speaker 4:Yeah, really exciting, and I guess that sort of Well, I have some more examples, if you don't mind. Actually, I will give Abel the ability to speak about this beautiful campaign. This actually shows the interactivity capabilities of HP Spark, and it's a brand called Brut Wine.
Speaker 3:Yeah. So actually, again, we try to solve strategic challenges, marco. So when a brand approach me, it's not about I want to improve my packaging or something like this. So, for example, this Brut.
Speaker 3:They are a winery in Germany and the challenge the brief they gave us was you know, consumers' perception about the wine in Germany is that it's not as good as the one, I don't know, in Italy or Spain, because the climate conditions are not the same, we have less hours of sun, and so on and so forth. So this is the platform that we helped them build. You know, the art, this art that you could see here was evolving around their bottle of wine, based on the wind, the rain, the temperature and the sun conditions, and every time you purchase one of these bottles, you'll see, you'll receive it, you know, wrapped with this specific moment in time and with a label, you know, specifying this wind, rain and sun condition. So we turn their pain point into, you know, a celebration. Even though we have these conditions, we are able to create such an amazing wine, and I think this is amazing and this is the strategic challenge that we love to solve.
Speaker 4:We also talked about artificial intelligence and I just want to end with what we do with artificial intelligence. Now, we actually collaborate with different companies. For example, one of the companies we work with is called Asliya, which allows you to create faces. Right, you can create models of faces. This is my daughter, yara, and I can take.
Speaker 4:Yara and, instead of dragging her for a bat mitzvah book, I can create online whatever I want. She can travel the world, she can be whatever character she wants and basically I can order a photo album or posters or whatever I want with her face on it. But I can also do it at scale. I can do it to her entire class, I can do it to the entire event we did this in Dscoop and allow all the participants to select what they want to be and to go home with posters of what they want to be. Now also, abel showed the Her4She campaigns.
Speaker 4:This is not a real product. This is just a mock-up. But imagine that I can create an e-commerce platform and allow Ye'agha or the women important in my life my wife, my mother, my daughters to select their picture and I can celebrate their uniqueness on a her-for-she package. This is a reality. You don't need a lot to do besides that. The second thing that we do is we work a lot with different brands. Right, and it's easy for us to show the capabilities of these brands. Right, with Nutella, we are doing campaigns and Abel can talk a lot about this because he kind of orchestrated most of them. We are doing year over year, beautiful things. Abel, do you want to say something?
Speaker 3:Just the only comment I would make is that this is one of the brands that has understood the power of digital print, so every year they activate personalization through different campaigns. You can see here amazing ones. Let me just highlight two, conscious of time, but Gemela twins, nutella Gemela what you can see at the bottom left. So instead of one-of-a-kind designs, we created two-of-a-kind designs to connect people when they needed to socialize the most during the pandemic, when we were locked down at home. Or Nutella con Té last year, celebrating positive events happening throughout all the years that they've been together with the Italians.
Speaker 3:As you can see, the chart, for example, of 1969 is celebrating that men reached the moon, but not only that. If you scan this chart, you can access to a Spotify playlist with the top hits of that specific year, and of course, these are different of the one from 1975 or 1980. So again, it's about consumer engagement. It's about physical experiences, not just the pack, but also connected with your other senses, in that case, music. And again, this is amazing. These are the type of campaigns that we want more brands to embrace.
Speaker 4:Yeah, so actually we have added this slide because Nutella, as Abel said, they understand the power of digital and last year they approached us and they said you know, we are looking for a way to add artificial intelligence on our jars. Now artificial intelligence, and most of us know, are using images that are scraped from the Internet. So basically, a brand can't really use the images because they do not have the legal rights to them. They do not have the legal rights to them and Nutella came to us and asked do you have a solution of how we can add AI images to our jars? And basically we do have, because we are working with another company called Bria, and Bria actually solves the safety, privacy and legality of AI images. They are training their models with a licensed dataset. They are keeping your safety and privacy intact again, unless the brand allows it to. They also have an attribution model where every image that is generated, they know which images were used to generate the specific image and, according to the affiliation, they can give attribution. So, as you can see, 42 images from Getty Images, they will get the most of the attribution prices. Bria also allows you to have controllability and predictability so you can make sure that you can generate images that have a reference and will be on brand right, so it will always be the same bear with the Liddell colors.
Speaker 4:With these set of capabilities, we could go to Nutella. We could train a model with the Nutella label. You know where the piece of bread is, where the knife lies, where the glass of milk is, where the knife lies, where the glass of milk or hazelnut. Then throw a lot of prompts to SmartStream Designer and generate endless variations. As you can see, the elements do not move, they will always stay in place, and then when we actually put the static data on that, we know that it will always be in place. It will always look like the Nutella jar right, and with that, we actually printed 9,000 different Nutella jars with artificial intelligence and it was so successful that we are now debating on how to continue with this forward.
Speaker 2:Yeah, that's in in a in a nutshell, what hp spark can do, and, of course, we were conscious of time and you can do so much more yeah, yeah, and I and I guess, like you say, it's the uh, the challenging goes back to the brand, to the imagination, and you know I love that because you can. I don't know if you like impressionist art or you like a different style of art, and you know you're going to see that and it's just going to speak to you, isn't it on a different level? And that's art and music as well. It resonates on a completely different level, doesn't it? Not only is it personalized, it's, yeah, anything is People actually want to open the, they actually eat the Nutella or they keep it and just never eat it. I don't know that, it doesn't really matter. That's not the point.
Speaker 4:In some ways, I'm sure people have collections of Nutella. I know personally people who have Coca-Cola bottles collections, so they keep the different labels and it's crazy.
Speaker 2:Yeah, yeah, yeah. No, it's understandable because it's yeah, you wouldn't want to. You'd want to keep at least a jar, maybe at the end. Clearly, I can see this is effective and I can understand. I can see how powerful this can be and I guess it's always important, isn't it, to have numbers to back this up. So what? What are the effectiveness really in terms of numbers for these kind of campaigns? How effective a digital print campaign is based on this? What are there any insights out there? I think you've mentioned before, while yeah, research.
Speaker 3:Yes, absolutely, marcus. Uh, now we can prove that. Now we can prove that effectiveness. So work.
Speaker 3:It's a company they stand for, the world advertising research company. They have a very robust database of marketing campaigns. So we asked them to go back five years in time and they found more than 9,000 campaigns that they had analyzed. So, of course, my next question was how many of them are using packaging as a lead media and personalization, user-generated content and all of these type of campaigns like the ones that we've shared today? And they found close to 500.
Speaker 3:And this is the comparison that you can see here. Those brands you know, giving a voice to their consumers, using personalization as part of their media mix, and so on and so forth, are driving twice as good ROI as any other type of marketing campaign. Only that which is what we call the hard metrics. But when you look at the soft metrics meaning brand equity, pr value, word of mouth and so on and so forth 70% of those campaigns are helping to brand building. And, last but not least, when we looked at the creative strategies behind those campaigns, co-creation and personalization and user-generated content were king. So, again, this is the type of results that a brand can expect by embedding these type of solutions that we are trying to share today.
Speaker 2:And I guess that co-creation is king, where you're participating in creating your product with the brand, with a brand you love or one that you're interested in, but over time will end up, and I guess, what this does as well. Once brands start this, it sets them on a path right and it gets more and more of a commitment that they have to make.
Speaker 3:Absolutely. Nutella is a great example of that.
Speaker 2:Or Coca-Cola relaunching the Shed a Coke campaign today, yeah yeah, yeah, and people remember, right, you just don't forget it. And in this very, very busy, confused world, that's gold, isn't it? So some of the people listening to this may be like, wow, this is really exciting. I just didn't know, I just didn't know that, that this even existed, perhaps, and um, it just sort of given it, given us maybe sort of time to wrap up a little bit. Um, what, what kind of somebody's thinking about this and now inspired by it and thinks how do I even start? So what, what? Your kind of recommendations for brands and agencies looking to perhaps begin their journey with digital printing innovation, or looking to leverage digital printing for maximum impact? What kind of advice might you recommendations might you give them?
Speaker 3:Yeah. So I would say we've created this platform, this process, okay to create and to help us to execute these type of campaigns. The step one is similar to what we've seen today. It's about educating them on the power of HP Digital Print, on the possibilities, on the benefits, and inspire them with a lot of case studies, of course, personalized to their industry, competitions and so forth. If they see this relevant, we move to the second step, which is the other way around. They educate us on their challenges, their marketing strategy, their pain points, opportunities. Once we understand that, we move to the third step, which is the HP Garage Innovation Workshop. So we create this experience, and this is an amazing experience.
Speaker 3:We've done this with many, many brands, many, many campaigns over the years and in one day and a half, through this experience, we go from this specific challenge that they might have to concept to solution, to printing real prototypes in 24 hours. So the output of this experience are not just ideas on a PowerPoint, are real prototypes being printed, okay. So again, it's a fast track of innovation. And then, of course, in steps four and five, we support them on the execution If they want to look for sustainable materials, if our customer, our print service providers struggle to create thousands or millions of variations, so we will involve whoever is needed within HP industrial to make sure that the execution is the one that the brand deserves. So this is not just a workshop, the HP Garage. This is about a marketing consultancy service, from education to ideation to execution, and sometimes it takes four weeks, sometimes it takes three weeks, sometimes it takes six months six months depending on you know the bureaucracy and the processes of the company but in the end, it's a process that is helping us to fast-track innovation, commercial innovation for for brands.
Speaker 3:And my last advice to wrap up commercial innovation for brands Now, my last advice to wrap up and answering your question, marcus, would be I encourage brands and agencies to contact with us to co-create this type of campaigns together. In the end, my only objective, our only objective as a brand and an agency's innovation team is to look for what I call a quadruple win. So the brand will be innovating, their agency will be having more projects with them, our customers, the print service providers will be printing more and we will be printing more. So at the end of the day, everybody will be happy. So I encourage everybody to contact with us. Yeah, yeah.
Speaker 2:And that's important, isn't it? Because what you're showing there is a proven path, isn't it? You've done this many times and some of the examples you've shown, actually you're probably going to expedite even more because you've learned and created this by working with some of these very famous brands, right, so it's reassuring, I would imagine, going through this process. There's any sort of um thoughts perhaps, guy, you might want to share before we sort of uh, complete this?
Speaker 4:yes, definitely as I said, and I I think you said it as well um, you know, people who who hear this may not even know that these things exist. Really, because I think that the HP universe is so vast and we have so many different stars. We have software solutions, we have the presses, we have inks, we have medias, we have sustainability, we have security. We have tons and tons of different stars and I think that the brand, if they want to make something memorable and something that changes, they need to build their own constellation. They need to select the stars and put it in the right order to generate something that we've never seen before.
Speaker 4:Now we know some constellations and that's what we presented in this deck, the things that we succeeded with, but there are vast universe and more constellations to explore and that's where we need the brands to come and work with us, because we will help them build those constellations and, soel said, we urge them to contact us. We would love to talk to whoever is interested. If they have ideas, if they have requests, we only learn from that and we develop our tools based on their needs. So, as abel said, it's win all around.
Speaker 4:So the end thing is yeah, please approach it yeah, really exciting.
Speaker 2:I, I mean, I've I've been aware of the work you've done, but not this to this level of granularity and how you do it and and the possibilities and so on. But, uh, but yeah, it's very fascinating and, um, very inspiring and I, yeah, I've really enjoyed learning a bit more about it today. So, listen, gentlemen, thanks both for joining us, and I'm sure, as time goes by, you're going to have more and more additions and updates and examples and so on. We've managed to capture quite a lot in a short space of time. Been fascinating. And, yeah, just to see how we can. With your help, these brands can take their storytelling onto an entirely higher level, I suppose, really, isn't it? That's ultimately what it is.
Speaker 2:And all this talk of food I haven't had breakfast, so I'm going to have to log off now and maybe try and find some Marmite somewhere. Thanks again, gentlemen. Great discussion. Thanks for all your persistence in creating this and work and so on. And, yeah, looking forward to seeing more examples in the future. I'll probably notice more and more now when I go to the store. So, yeah, all good. Thanks very much.
Speaker 3:Thank you for inviting us.
Speaker 4:Marcus, it's been a pleasure.
Speaker 3:Thank you so much. Thank you See you soon, bye, bye.
Speaker 1:Thank you for listening. If you enjoyed this episode, you can subscribe now for more great audio content. Coming up and visit futureprinttech for the latest news, partner interviews, in-depth industry research and to catch up on content from Futureprint events. We'll see you next time on the Futureprint podcast.
