Champions Bars for Liverpool FC

Together with HP, Mondelēz International has created a specially designed packaging for the Cadbury chocolate brand: Each one is unique. A limited edition of the chocolate will be given to loyal fans of the traditional soccer club as a thank you.

Confectionery manufacturer Mondelēz International and the traditional British soccer club Liverpool FC have entered into a partnership. A special „goodie“ for loyal fans: as a thank you for their tireless support during the 2019/20 championship season, they received a special limited edition of Cadbury chocolates. The special feature was the packaging. The design was unique.

60,000 unique pieces

Using HP digital printing technologies, each bar was given a unique design, for a total of 60,000 „Champions Bars“. „This is a truly innovative way to elevate our brand and build stronger consumer connections with engaging collaborations and relevant experiences,“ said Bryony McComb, associate director, Mondelēz International.

The visual language of the campaign is specifically targeted at Liverpool fans. The designs are based on a design pattern that referred to club songs, players, moments in history and other unique club details. It contains a total of more than 2,000 design elements.  “ In today’s age of experience, personalization is driving consumers’ purchase decisions and strengthening brand loyalty,“ said Haim Levit, general manager for HP Indigo at HP Inc. Using HP Indigo technology and HP SmartStream Designer software, the iconic Liverpool icons and images were recombined each time.