Bud Light has adopted HP’s digital print technology to produce 200,000 unique and limited-edition festival cans available at 2015 Mad Decent Block Party music festival events.
Bud Light is the first brand in the US to use HP SmartStream Mosaic for mass customisation and will use it in celebration of the music, culture and artistry that the Mad Decent Block Party festival is known for.
Using an HP Indigo WS6800 digital press and HP SmartStream Mosaic, 31 designs were transformed into more than 31 million possible graphics, creating 200,000 unique can designs. These special edition cans are currently available at Mad Decent Block Party events through September in cities across the US and Canada.
‘This project would not have been possible without HP digital print technology, which allowed us to experiment and create an original experience with America’s favourite beer,’ explained Valerie Toothman, vice president of Innovation, Anheuser-Busch. ‘Today’s consumer is seeking unique, customised experiences. Consumer reactions at this summer’s Mad Decent Block parties are proving that custom graphics are indeed an impactful and relevant way to elevate a consumer’s experience with the Bud Light brand.’
HP SmartStream Mosaic enables automatic creation of millions of designs based on core patterns, offering fast turnaround of highly customised campaigns where every copy is different. With a high degree of automation and tight integration with the converting process, this award-winning design software is helping the world’s leading brands deliver one-of-a-kind packaging campaigns.
