Energy drinks brand Lucozade Energy is using Domino’s D320i scribing lasers to produce permanent unique codes directly onto its bottles as part of its interactive ‘YES Project’.
The codes used as part of the interactive, cross-media campaign are allowing the brand to generate insights into its consumers’ demographic and their product purchasing behaviour, as well as allowing Lucozade to drive engagement right from its product packaging.
It involved the installation of four Domino D320i scribing lasers and DPX1000 extraction systems, capable of marking at a rate of 50,000 bottles per hour while still ensuring quality and consistency of codes as these are “critical for greater consumer participation,” Domino says.
Rick Oakley, digital marketing manager at Lucozade Ribena Suntory, said: “Our brand is one of the most recognisable in the UK with an 80-year heritage, but as a digitally centric marketing team we are always looking to adopt the latest technology and ensure that our brand has continued consumer appeal. Linking our pack with technology such as mobile and social media is essential to engaging with this group of tech savvy “digital natives.”
“We’ve worked with Domino for several years and I’ve always been impressed by their expertise in this area. Their team are very knowledgeable and added a lot of value at the solution design stage when we were reviewing the best options available to us. They were also very flexible during implementation and went the extra mile to integrate the solution with our digital marketing agency’s system.”
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