One-of-a-Kind Peanuts
There are some projects that absolutely require clear and intimate communication to succeed. For one in particular — involving a certain classy peanut with a monocle and top hat — Scott Hosa, associate director, technical graphics at Landor, explains that “tightly choreographed collaboration between agency, client and printer” was the key to success.
This limited-edition campaign for the 100th anniversary of the iconic Planters Peanuts brand required a thorough understanding of the capabilities of HP’s SmartStream Mosaic technology to create 3 million unique labels that were printed digitally. Hosa says that communicating the brand vision and providing the customized assets while working closely with all the parties involved resulted in the successful completion of the project. Without all of those pieces in place, he says, it may not have been possible.





