SIG Combibloc has partnered with augmented reality (AR) specialist Zappar – the company that previously worked with Crown to bring AR technology to beverage cans – to turn its carton packs into interactive and engaging experiences.
The technology provides a bridge between physical objects and the digital world in real-time, SIG Combibloc said, by using a smartphone or tablet and the Zappar app to bring content to life. The first SIG Combibloc carton packs with Zappar’s “zapcodes” have already been made available for sale, with the technology offering scope for a whole range of creative marketing ideas and campaigns that will engage consumers.
Ace Fung, global product manager for SIG Combibloc, said: “Our aim is to offer our customers a solution to get closer to their end-consumer and engage with them through the brand’s packaging design. This ‘smart packaging’ connects a product with the digital content and rewards consumers with relevant targeted content for taking the time to engage with a brand. Letting the consumer explore hidden content provides brands an excellent opportunity to improve brand awareness and strengthen brand loyalty. Linking AR to our customers’ digital brand strategy allows further insight into end-consumers.
“That is why we have partnered with Zappar following a full review of the augmented reality offerings on the market. We feel their platform gives us the best and most scalable solution to deliver engaging digital experiences on mobile through AR. We believe this strategic partnership between SIG and Zappar supports us in providing our customers a value-added solution in a more and more digitised world.
“Digital content now leaps ahead through augmented reality, the supplementary information is provided in real-time – for example in 3D, as a game, video, text or animation. The advantage is that the information is made available right there and then, when it’s needed. Augmented reality opens up a whole new dimension of interaction between product and customer.
“Information is presented as infotainment – integrated into a modern packaging design and tailored to the relevant target audience and the relevant subject matter. Through this interaction, the consumer is immersed with a product more deeply than before, allowing simple information to become an experience.”
AR on SIG Combibloc carton packs was initially launched in Brazil, where SIG Combibloc Brazil presented the new technology at Fispal. Together with Massfar, an authorised partner of Zappar, various concepts were developed on carton packs for the local market.
Two Brazilian customers have already signed up for Zappar, and their carton packs with zap codes have been released for general sale. Marajoara Alimentos and Sabe are leading the way with engaging “infotainment” supported by Zappar’s technology, with Marajoara using the codes on carton packs of sweetened condensed milk to deliver video content, which encourages the user to prepare a dessert using the product.
André Junqueira, managing director of Marajoara, said: “For us, innovations like this are crucial to enable us to offer our customers added-value time and time again.”
Sabe also sees opportunities with Zappar: consumers can scan the code on packs of the company’s lactose-free milk to receive information to their smartphones on how lactose-free milk is produced, along with recipe suggestions.
SIG’s Ace Fung continued: “The more interactive and engaging the content is, the more likely it will resonate positively in consumers’ minds. With the aid of AR, brand owners can expand the experience beyond the product itself, and enable consumers to interact closely with the brand. Ultimately, this has a positive impact on brand image and sales”.
And Max Dawes, partnerships director for Zappar, added: “We like working with thought-leading brands who are thinking deeply about how they can reimagine the relationship between their physical products and the digital world. One of the reasons we are so excited to be partnering with SIG Combibloc is their commitment to delivering class-leading solutions in this brave new world. Packaging is a perfect use case for our technology. It is the ‘earned media’ in consumers’ homes, sitting on the kitchen table, that can be made into an interactive multimedia portal – surprising and delighting consumers whilst providing a huge amount of data for the brand.”
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