Print Perspectives

Connected Packaging Delivering Genuine Consumer Engagement – Is Your Brand Ready?

Global industry players Tetra Pak, SGX and WestRock are leveraging the power of the connected package to help their customers engage through packaging.

By Paul Haggett

August 15, 2019

Consumer Engagement Klar Bottle Phone hi

There’s been a lot of talk for some time now about #connectedpackaging and the potential for brands to have a “one-to-one” conversation with consumers, facilitated by some form of coding on the package.

So, with all the promises of the benefits for both brands and consumers, why hasn’t this really taken off yet? Sure, we've seen some examples but nothing that could be yet considered mainstream.

Well, with the convergence of a number of technologies reaching the required level of maturity, I believe we’re on the cusp of #connectedpackaging becoming a mainstream requirement for any brand who wants to truly talk to and hear from their consumers.

  • Is your brand ready to gain first-mover advantage and execute this capability at scale?
  • Do you want to communicate your sustainability credentials or share raw material provenance for a richer consumer experience?
  • Do you want to get granular engagement metrics and ROI data on your next promotional campaign?

If you answered yes to any of these questions, then read on.

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Given the complex production processes and supply chain requirements for most Fast-Moving Consumer Goods (FMCG) packaged items, the right solution needs a high degree of #collaboration from a range of SMEs to deliver a workable and robust outcome. Very few organizations have the internal resources to deliver a true end-to-end solution. Having said that, on the face of it, Tetra Pak seems to have all the pieces in place.

However, for most Packaging Converters and FMCG Brands, success will come from assembling a team of internal and external SMEs who can collaboratively overcome the challenges unique to each business.

With the right mix of operational production knowledge, strategic marketing, content production, technology & data-interface expertise and a clear picture of their “why”, a motivated team will quickly pull the pieces together.

When all is said and done, the capabilities to do this cost effectively and at scale already exist. You’ve just got to get the right people around the table!

Kodak has decades of experience in high-speed production inkjet printing in the commercial print and DM sectors which we are now applying to the packaging market. We would be pleased to sit around the table with any agencies, brands or converters who want to get serious about #connectedpackaging.

Finally, for a bit more flavor and context about what other global packaging industry players are already doing, check out the links to a few short videos below.

Having had the privilege of working at Kodak for just over 18 months now, I genuinely believe that the ANZ region is poised to be at the forefront of innovation when it comes to connected and interactive packaging, so I’ve decided to put a few thoughts out there to start a conversation.