Coca-Cola integrates “Sip & Scan” technology into summer bottles and cans
The “Enjoy Coca-Cola” packaging-driven program is the beverage giant’s first summer campaign in six years
03 May 2019 --- This summer, Coca-Cola will give consumers the chance to win more than 150,000 exclusive prizes by using their mobile phones to scan the “Sip & Scan” icon on cans and bottles of ice-cold Coke, Coke Zero Sugar or Coke Flavors. All packs, which hit stores on May 13, will sport a new look featuring the word “Enjoy” written in the iconic Coca-Cola Spencerian Script before “Coca-Cola.”
Consumers have the chance to win everything from concert, movie, amusement park and baseball tickets, to exclusive experiences like meeting members of the US Women’s National Team (USWNT) after the FIFA Women’s World Cup or lighting fireworks at a NASCAR race.
Innova Market Insights has identified the popularization of connective packaging technologies as its number five packaging trend for 2019. The market specialist cited increasing consumer demand for transparency along the supply chain as one of the main reasons why Internet of Things (IoT) technologies such as QR codes and blockchain have come to the fore. There has also been a rise in the use of Near-Field Communication (NFC) and Augmented Reality (AR) as tools for increasing brand loyalty through consumer engagement, such as with the “Enjoy Coca-Cola” summer campaign.
Consumers can use their mobile phones to scan the “Sip & Scan” icon on cans and bottles.The new labels on 20-oz. bottles of Coke and Coke Zero Sugar will feature peel-away wristbands featuring summery pop art designs – from a Coke bottle-shaped popsicle to a hot dog. One of the six “Enjoy Coca-Cola” wristband designs pairs the words “I Believe” with the crest of the US Women’s National Team (USWNT).
PackagingInsights reported earlier this year that Near-Field Communication (NFC) and other connective packaging technologies are readying for mainstream deployments across multiple markets in 2019. The increased cost-effectiveness and standardization of connective mechanisms, notably NFC tags, means that brand owners are now able to integrate connective technologies in packaging onto existing production lines.
Notable examples include Danone’s Spanish natural mineral water brand Font Vella’s introduction of a cap device that tracks water intake and instructs people toward adequate hydration.
Similarly, Francesco Rinaldi became the first pasta sauce brand to incorporate Augmented Reality (AR) technology into its packaging in December 2018.
