World’s first commercial “talking cap” enhances brand loyalty, protects against counterfeiting
03 Oct 2018 --- Talkin’ Things and CSI (Closure Systems International) have introduced the Talkin’ Cap – the world’s first NFC (Near Field Communication) technology implemented inside a cap closure designed for mass production. The Talkin’ Caps are an app-less way to drive marketing content, brand and product information, gamification, loyalty programs, awards and coupons to connected consumers. The Talkin’ Cap also provides pre-retail benefits, allowing brands to protect against counterfeit and unauthorized refilling. The collaboration claims that the functionality of the cap is as easy as Apple Pay experience.
CSI and Talkin’ Things have developed a new packaging solution named Talkin’ Cap, which uses embedded Near Field Communication (NFC) tags, for application on the inside of closures. This technology introduces a powerful platform to support a brand owner’s mobile marketing activities right from the package itself and with just a simple tap of a smartphone.
Brand trustworthiness and product reliability are paramount for consumer loyalty. Talkin’ Caps ensure product safety and reduce brand owners’ liability by protecting against counterfeiting and “gray market” activities throughout the distribution stream.
The Talkin’ Cap is embedded with 2-stage communication technology: pre- and post-retail. This solution protects brands against counterfeit and unauthorized refilling. The Talkin’ Things unique and patented “Proof of purchase” solution allows brands to reward the customer for their retail activities. As simple as opening the closure and confirming the purchase by tapping the cap with the smartphone using Apple experience.
“The main challenge for us was to create a special dedicated tag which could fit the closure especially in the 2-stage version,” Maciej Kiryłło, Business Development Director at Talkin’ Things, tells PackagingInsights. “We created a totally new shape on the tag which is now placed not on the top of the closure but on its side. Another huge challenge and achievement for us was to pass from the laboratory version to a mass production one.”
“Users have to scan the product using their smartphone,” he continues. “However, since Apple opened the native communication with NFC you don’t need to pre-install an application to open the desired content – it is enabled in the newest iPhone models. So today in both Android and iOS systems you can connect directly with the product without initiating this via an app and you will be automatically redirected to the application if installed, or to the URL.”
“We hope to offer this innovation to beverage, dairy, supplements and pharmaceutical companies. This technology offers unlimited possibilities for marketing departments. However, we see a big potential to implement it inside closures of lubricant products. Brand protection and anti-refilling are crucial functionalities for those kind of products, especially in sensitive regions,” he explains.
CSI’s Talkin’ Caps allow for real-time consumer interconnectivity at the point of consumption, giving brand owners the unique ability to have dynamic interaction and gather actionable insights based on consumer location and usage history.
The Talkin’ Caps are an app-less way to drive marketing content, brand and product information, gamification, loyalty programs, awards and coupons to connected consumers.
The Talkin’ Cap technology will be unveiled at this year’s Pack Expo, taking place October 14 – 17, 2018 at McCormick’s Place in Chicago, Illinois.
Talkin’ Heads
In July, Talkin’ Things teamed with Multi-Color Corporation (MCC) to produce an augmented reality label for Black Red Ale beer, incorporating a large “talking” skull which responds to facial recognition and creates dynamic scenarios dependent on users’ emotions.
As the customer scans the smart label with a mobile app, the skull presented on the label engages in an interactive dialogue with the consumer. The facial recognition feature detects if the customer is happy or sad and customizes the next part of the dialogue to accommodate a flowing conversation. Furthermore, variable AR scenarios are also launched depending on answers provided to questions asked by the skull.
“Thanks to our labeling production capabilities and Talkin’ Things technology combined with creative services, we are able to offer our clients a brand new solution that will completely transform a product and change the way end-customers interact with it,” said Craig Miller, President of NA CPG at Multi-Color.
Read more about the Talkin’ Heads Black Red Ale beer label here.
Read an interview with Talkin’ Things CEO, Marcin Pilarz, here.
Read more about innovation in connective packaging technologies here.
By Joshua Poole, with additional reporting by Laxmi Haigh
