Enhancing the experience
In part three of our Connect to More series, we take a look at how food and beverage brands are reaping the rewards of connected packaging
In part two of our Connect to More series, we saw some of the creative ways in which big brands are unlocking the possibilities of connected packaging – from gaming companies and car manufacturers to hairstyling producers and film studios. Each one showed the huge potential of connected packaging when it comes to engaging consumers and increasing brand awareness. But how are food and beverage brands using this technology? What unique experiences are they offering consumers? And what do they tell us about the future of connected packaging?
Going on a journey
Renewable materials company Stora Enso set out to educate consumers in fun and creative way. Using an AR-enabled pack – a combifit carton from SIG – users scanned a QR code to open up a virtual world of cool and interactive content. The AR experience was designed to show how carton packs are made as well as the benefits of choosing renewable materials. With an avatar guide, videos, animations and games, users could see and follow the entire packaging journey.
Stora Enso’s connected pack is a great example of how augmented reality can really bring a story to life. It demonstrates how brands can communicate educational and technical information in a more engaging and easy-to-digest way. And it shows how to make consumers feel good about the products and packaging they choose – a sure-fire way to increase brand loyalty.
When crime pays
Australia’s Treasury Wine Estates made labels talk on bottles of their 19 Crimes wine. The brand celebrates the rebellious spirit of 18th-century outlaws exiled to Australia from the UK. And scanning the AR-ready labels allowed these rogues to come to life and share their stories of adventure as pioneers to the land Down Under. The 19 Crimes app became an instant hit with consumers and to date has been downloaded more than half a million times.
The 19 Crimes story is regarded as one of the most successful applications of connected packaging. It enabled the brand to become one of the fastest-selling wine names of all time. And it shows other brands how it’s possible to disrupt a traditional category and shelf space with innovative products that tell a unique story in a creative way.
A magnet for success
Drinks giant Campari America took connected packaging to a whole new level with NFC-enabled refrigerator magnets for six of their popular liquor brands. By touching the magnet with their smartphone, consumers can have drinks like Wild Turkey, Aperol or SKYY Vodka delivered straight to their doorstep. The NFC chip enables direct access to the brand’s website and allows you to order and buy in a few simple taps.
The Campari case illustrates the wider possibilities of connecting the physical and online worlds in the IoT era. It perfectly demonstrates the ability of connected packaging to power a more streamlined shopping experience with instant online purchasing. And it shows how digital marketing solutions can empower a brand to connect directly with their audience.
End-to-end experience
To realise its vision of “Quality from beginning to end”, dairy producer Languiru turned to our own Connected Pack platform. The Brazilian company wanted to build consumer trust, add more product value and secure a stronger market position. So we developed an integrated solution that collects product quality data at every stage of the product journey, which consumers can easily access on their smartphone by scanning an on-pack QR code.
Our solution also gave Languiru the opportunity for digital marketing activities, such as games, quizzes and promotions, as well as the ability to optimise processes through vast data collection. Ultimately, it demonstrates how you can effectively collect product data, secure end-to-end traceability and enhance consumer engagement all on one platform.
Want to read the full Languiru case? Download here.
Time to connect
Want to reap these rewards for your products? Our Connected Pack platform can help you unlock the huge possibilities of connected and interactive packaging. With advanced digital technologies and intelligent marketing tools, we can turn physical interfaces into interactive brand tools that ensure new levels of transparency, traceability and consumer engagement.
To ensure confidence from source to shelf, our PAC.TRUST solution delivers 100% traceability for every single package. And to create connections beyond the pack, PAC.ENGAGE allows you to reach your audience, leverage powerful market data, and emotionally engage consumers with one-to-one communication.
As the cases we’ve explored have shown, the future of packaging is connected. And as technologies continue to advance and evolve, we can expect a whole new era of big and bold experiences that take consumer engagement to new heights. Don’t miss part four in our series when we’ll look ahead to the connected packaging possibilities we can expect in the future.
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- August 25, 2020