ADVERTORIALaround the world. Throughout the campaign, HP has helped us to open our eyes to the power of digitally printed packaging, allowing us to engage with our audience in a creative and unique way while celebratingwomen and their achievements globally,” said Santhi Ramesh, CMO International, The Hershey Company.The HP Indigo 20000 digital press 29-inch image width can capture the majority of packaging applications, including fexible packaging, shrink-sleeve, wrap-around labels, and in-mould labelling, and contains the only digital colour printing process that matches gravure printing, delivering high resolution printing and perfect registration. This enabled Hershey to meet its strict brand colour needs using 7 ink stations, whilst also bringing the female voices and stories to life.Commenting on the campaign, Jose Gorbea, Global Head of Brands, Agencies & Sustainability, HP Indigo, said: “I’ve loved seeing how the #HerShe campaign has evolved over the past 3 years and I’m excited to see what other personalized storytelling opportunities HP’s digital print technology can achieve in order to make tangible connections and further engagements with consumers.”Recent research carried out by WARC (Sept 2021) on the Marketing Effectiveness of Digitally Printed Packaging, in which more than 9,000 marketing campaigns were analyzed and benchmarked, highlighted that brands have the potential to double their sales and marketing ROI when they utilize personalization and most importantly, user generated content in their packaging. “This can be achieved through digital print, and it is why now 70% of digitally printed packaging campaigns, like Hershey’s, are being used Credits:strategically as the lead Artists: Carlione Barbosa Ramos - @carli_ayo; Marcela Scheid - @marcelascheid; communication touchpoint Mariê Balbinot - @mariebalbinotof the marketing mix Agency (Campaign #HerForShe) : BETC Havas (Brazil); Agency (Video) : @Media.Monksto build brand equity”, Raquel Soares - @rach.sobanadded Gorbea.Anna Carollina Lauriano - @carollinalauriano