Stand out with Digital Print


HP Inc originated in 1939 but in 2015 the Company split into two businesses, developing an enterprise-focused product and graphic solutions business enabling HP technology to revolutionise digital printing, the aim being to create amazing experiences for brand customers.
Conrad Mendoza Jr (HP, Strategic Regional Marketer for Brand Innovation) presentation focused on the role of digital printing and how this can assist with addressing a messy marketing landscape where consumers are spoilt for choice, have fragmented attention spans and low brand loyalty. Consumers have more control than ever and millennials are leading the way as the changing face of consumers.
Millennials are the ‘Me’ generation and brands need to reflect the consumers unique taste by creating exciting and personalised experiences that allow all customers to feel “ I have the only one” of your product.
Brands are driven to continuously refresh their offerings to maintain a sense of freshness and novelty.
Digital printing is facilitating this creative approach by revolutionising packaging design to attract the ‘ Me’ generation.
For example Diet Coke Cola created printed bottles with over 1 million designs, using digital printers to create dynamic and unique prints so not any one print was identical.

Our take

This new technology aligns with the one of 2018 TMS trends known as Hyper-personalisation.
Digital printing capabilities enable brands to be nimble and go to market faster with bespoke offerings to meet the desires of customers. Personalisation is the key to combating brand saliency, by engaging the customers with your tailored offering and developing a stronger connection with your brand.

Courtney Ryan

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.