
HP is now running a campaign in Latin America to attract the local customer to buy more HP original cartridges. The campaign does also mean to discredit the advantage of alternative printing solutions. The website in Spanish targeting local users explains that remanufactured products are nothing but waste of time, ink and paper and that remanufactured cartridges may damage printing equipment.
HP also offers some statistical information to compare the advantages of the original cartridges vs. non-genuine ones.
In terms of volume, original HP cartridges print 119% more pages than generic brand cartridges. In terms of reliability, HP cartridges give 0.0% of failure, whereas generic cartridges: 29.2%, and refilled cartridges: 41.8% average failure rate.
Besides the "frightening" information, HP offers users to take part in the Jackpot game. By buying genuine cartridges users can find a promo code on the box. After introducing the code, they can create accounts, play the game and, if lucky, get pricy prizes. The game can be found at the website www.hp.com/la/jackpot . The promotion targets consumers in Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua and the Dominican Republic.
This campaign is the second of the type, which have taken place recently. We already mentioned
the one in Oceania. HP seems to be testing the campaign in strategically less important regions, before putting it out at a larger scale.
Key words: HP, ad campaign, Latin America, cartridges, inks, remanufacturing