You won't find two identical MEME images on any of their 20,000 cans of energy drinks

We opted for HP SmartStream Designer technology, which offers our customersí marketing departments new tools to add value to their packaging in the form of variable data, such as variable backgrounds, number lines, and QR codes. This technology allows you to create ground-breaking graphic solutions. Thanks to the direct integration of the software with the HP Indigo WS 6800 printing machine, our company has gained the ability to immediately put these ideas into practice, e.g. for one-off marketing campaigns, or for small-run orders of products newly launched on the market.

As a pilot project, we chose the edition of peach-flavoured energy drinks. The front face contains 24 alternating MEME images, the rest of the packaging is covered (except for the necessary legislative information) by a randomly generated pattern. The print run was 20,000 pieces, and there are no two identical prints in this volume. Which makes each can an absolute original.

In recent years, the packaging market has been gearing towards shorter print runs, mainly using digital printing at the expense of conventional printing technologies. Jobs are getting shorter and there are frequent content changes, whether for legislative or marketing reasons.

"This already led us years ago to install the first digital technologies, so we could meet these challenges and new trends. At the same time, it gave us the opportunity to take full advantage of all the benefits of digital printing, among which the possibility of printing customized data resonated particularly strongly," says our DTP manager Bohdan Holona, adding: "From the simple printing of black-and-white variable data, we have gradually evolved to printing more sophisticated labels, and with the arrival of the new HP Indigo press, the possibilities of printing variable colour data have really opened up."

The result is the ability to provide customers with novel solutions in the form of printing full-colour images from databases, or printing series of products where every single piece in the series is different, and yet forms a logical whole.

"We're pleased with the final product. Communication and everything relating to the new solution went off without a problem, the DTP Department representative explained the new options afforded by digital printing and the HP Indigo WS6800 very well, and convinced us of the benefits of personalised printing with the innovative HP SmartStream software.​"

– Zdeněk from MaxDrinks