interpack, a once-every-three-years trade fair held in Düsseldorf, Germany, is like Pack Expo in Chicago—a huge show that’s heavy on packaging and packaging automation but light on digital printing (with the possible exception of coding and logistics labeling). The show is thus a natural marketing environment for companies like Videojet and Domino (inkjet and laser coders) and Zebra (thermal label printers), but it is typically much less useful for marketing fine color printing equipment. None of this stopped color digital press supplier Hewlett-Packard from using this year’s interpack event to highlight its far-reaching approach to the packaging market. HP had a big stand at the May 2014 show, and its exhibit featured a wide variety of offerings, including production-level color printing of flexible packaging, corrugated displays and cartons, and even monochrome inkjet package coding.

Although HP is something of an outlier exhibitor at this German trade show, the company’s booth got heavy traffic during interpack. The show has many brand owners in the aisles and HP had several important products for them to consider—mainly the wares of HP Indigo, but also of two other divisions (HP Scitex and HP Specialty Printing Systems). A quick round-up of HP’s collective interpack introductions includes:

The HP stand also displayed now-established HP Indigo WS4000 and WS6000 label presses. This base of presses has done the most to make the HP brand familiar to companies that make and package consumer products. During the show, HP Indigo reported that over 600 of its WS6000 Series devices have been installed worldwide since their launch in 2009. Additionally, a phalanx of HP Indigo WS6600s worked behind the scenes in Europe last year to print the roughly one billion labels required by Coca-Cola’s famous “Share A Coke” campaign.