Connected Packaging

We live in a connected world where data is key, and this also applies to packaging. Greiner Packaging’s virtual Innovation Days featured a live session which explored the power of connected packaging, and its role in encouraging consumers to separate the cardboard from plastic on K3^® packs. Another session looking at digital watermarks and the HolyGrail 2.0 initiative, featured an augmented reality app with ‘Talkin Things’, designed to involve consumers in the separation for recycling process of K3^® cups.

A live session on day 2 of the Innovation Days presented innovative ways to push consumers using Greiner Packaging’s K3^® pack to separate cardboard from plastic, and featured Greiner Packaging market development manager Rachel Sheldon, alongside Jenny Stanley and James Males from Appetite Creative.

“Connected packaging enables brands to have the opportunity to have a direct communication channel with their consumers,” said Appetite Creative founder and managing director Jenny Stanley. “There are two ways that can be done – QR codes or NFC – and you’ve probably realized that COVID has given the QR code a new lease of life.”

“There was 100% growth in QR reach and interactions from 2018 to 2020, so QR codes are very easy for people to understand, and therefore implementing them on packaging is what's really driving the connected packaging market forward.”

“Through a QR code, you have the ability to open a direct communication channel with consumers. And once you have them there, you can talk to them and drive awareness about a new product launch or new flavors, or educate them around sustainability and the type of CSR commitments your brand is making. We can drive sales through vouchers or sampling and drive people back to direct channels to purchase. Thirdly, we collect first party analytics, creating the opportunity to better understand your consumer and optimize your marketing.”

“The QR code turns your packaging into a new marketing channel, allowing something which is in your consumer’s hands to become a new communication channel. Once the QR code is printed on the packaging you have the ability to change the content behind it, and when that QR code is scanned, you can have a poll or survey, some engaging games, augmented reality, or social sharing.”

Jenny Stanley then showed an example of how Tetra Pak had used connected packaging to educate and drive awareness around their sustainability goals, helping consumers understand recycling and to understand their commitments. Describing the user journey, she then showed a recent connected packaging project for Emmi’s oat milk and balance brands.

Rachel Sheldon explained how connected packaging could help engage consumers, with a call to action on the front of a K3^® pack, telling them that there's an offer, and to remove the cardboard from the cup after they’ve consumed product. There can also be a small QR code on the front of the pack, to start collecting basic data, but to access the full connected experience, the second QR code is printed on the reverse of the cardboard wrap.

“This is an innovative way to encourage the customer to separate the cardboard from the plastic, because they have to scan the second code on the inside.” added Appetite Creative commercial director James Males. “The customer is then immersed into the experience, and when finished they would have to leave their personal details which is all GDPR compliant.

“This is all linked to an analytics dashboard where Greiner Packaging and their customers can have access to real-time compliant data on all the engagements delivered from the experience. This can include location, product insight, demographic data, and much more, which of course allows the optimization of the marketing activity.

“Connected packaging is a marketing channel that many brands have overlooked for a long time – their own packaging. Your biggest marketing advantage might already be in your consumer’s hand.”

Watch the full live session here!

Please note: In order to watch the live session you need to login (and register) first; registration is still possible, even though the event is over.

In a separate session on day 2 of Greiner Packaging’s Innovation Days, called ‘Digitalization & Packaging – Opportunities for digital watermarks’, Alisa Schröer, Global Senior Project Manager Circular Economy at Greiner Packaging, discussed how digital watermarking drives both consumer waste collection and brand engagement.

Alisa Schröer explained various projects undertaken by Greiner Packaging to successfully develop digital watermarks. “Digital watermark technologies can optimize the processes in manufacturing and retail, and can deliver warehouse optimization, but even on a household level, we see augmented reality, consumer engagement, environmental education, and incentivization as the big opportunity.”

Greiner Packaging is a member of the HolyGrail 2.0 initiative, where companies over the whole value chain are seeking to advance digital watermarking to change the way packaging is sorted to empower more efficient recycling. 

The company has already produced promo cups for all its decoration technologies which will be put to the test within the HolyGrail 2.0 digital watermarking initiative, and has developed an augmented reality app with ‘Talkin Things’ intended to involve consumers in the separation for recycling process of K3^® cups.

Watch the full live session here!

Please note: In order to watch the live session you need to login (and register) first; registration is still possible, even though the event is over.