Transforming carton packs: SIG expands connected pack solutions with AR partnership 

18 Sep 2018 --- Partnering with Zappar, a developer and provider of augmented reality (AR), SIG is turning carton packs into interactive and engaging experiences. The technology provides “a bridge between physical objects and the digital world in real-time.” Consumers can use their smartphone or tablet, download the Zappar app and then enjoy the digital connection to a range of marketing ideas and campaigns. The move is part of SIG's expanding connected pack solutions.

“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 connect closely with the brand. Ultimately, this has a positive impact on brand image and sales,” says Yasmin Siddiqi, SIG Marketing Head, North America.

Creating interactive packs of the future is part of SIG’s Value Proposition: three value-adding segments to help producers meet increasing industry demands, the company explains. On-pack “zapcodes” (scannable sections) are one of the latest solutions within Connected Pack – a commitment to deliver digital engagement with interactive tools and features such as augmented reality to improve brand awareness.

Zappar hopes to enable SIG to offer its customers an inventive and unique method 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. 

By allowing consumers to explore hidden content, brands could have the opportunity to improve brand awareness and strengthen brand loyalty. 

The partnership will launch on Elmhurst’s new plant-based protein drink. The drink will sport a “zapcode” at Natural Products Expo East in Baltimore. Once the zapcode is scanned and the device is pointed towards the front of the carton, the consumer unlocks important information about “The Cleanest Protein Shake on the Planet.” 

The AR content delivers details that hope to emphasize how the beverage is free from artificial ingredients and vegan. Along the AR journey, there will be information about sustainability with SIG cartons as well as an opportunity for the consumer to take a picture with a personalized face filter to share on social media.

There is also a contact element that allows the consumer to communicate with customer care for additional inquiries. Through a simple “zapcode,” the consumer can be entertained and engaged and more importantly, more educated about Elmhurst’s new plant-based protein drink.

Connected packaging
Connected and smart packaging technologies have experienced a recent resurgence, boosted by the popularity of technologies such as AR. Talkin’ Things data predicts that the total market potential of connected packaging and labels will reach 1.5 trillion by 2021, marking it as one of the most significant innovations to hit the industry. 

Earlier this year SIG’s GR connected pack solution allowed a Brazilian dairy producer, Languiru, to achieve a six percent spike in milk sales following a pilot which allowed consumers to scan QR codes via their smartphones to unlock coupons and prizes. Success stories such as this demonstrate the popularity and novel factor of connected packs for consumers. 

“Consumers today are extremely connected and are looking for brands they can identify with. Digital promotions make it possible to connect directly with consumers, customized to the intended target group and tailored to the respective target group, their preferences or their location,” Ricardo Rodriguez, President & General Manager, SIG Americas, tells PackagingInsights.

By Laxmi Haigh