Page 22 - Print 21 Sep-Oct 2019

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Connecting packaging
Industry 4.0 means workers and consumers are becoming more connected, said Tetra Pak’s Richard Cuthbert, and consumers want to be more clued in about what they buy.
“Consumers want to be informed, they want to know they’re part of the solution – everyone wants to be green,” he said.
In his presentation, Cuthbert showed off Tetra Pak’s connected package platform, which addresses the challenges of monitoring value chain, tracking products, quality control, connecting to consumers, and reducing waste. In the cloud-based solution, each product has its own digital birth certificate, he told guests.
Cuthbert gave examples of how use of individual codes as part of
a campaign can drive consumer engagement – simply having a code isn’t enough.
“Putting a code on the pack is like creating a Facebook page. Just because I have a Facebook page, doesn’t mean I’m going to get sales,” he said, pointing to scan-and-win apps and location- based “treasure hunt” apps as examples of successful coding campaigns.
“It’s a real thing, it’s happening, we’re seeing great results in a lot of markets. Oceania has a lot of opportunity,” he said.
3key takeaways:
• Unique codes, when used as part of a campaign, can connect consumers more deeply with brands.
• Consider your market when implementing QR codes – they have different connotations, and rely on different apps, in different countries.
• Codes can link to product information, especially around provenance, to build trust.
Right
High score: Rym Kachouri, Foodmach, triumphs in the Shapes game, produced for the day by
Bill Atta, Dreemar
Connected packaging platform: Richard Cuthbert, Tetra Pak
Bottom left
Gamified: guests see
how a humble Shapes box can integrate AR for consumer engagement
Far right
The potential
in protection
Daniel Blau of HP gave a detailed presentation on brand protection, available solutions, and the potential for businesses in embracing them.
The market for security printing is set to top US$40bn in 2021, up from $25.5bn in 2016.
“There’s so much room to provide these solutions and to give the brand owners the confidence to go out with their products,” he said.
Blau guided the audience through the three visibility levels – overt, semi-covert, and covert – and four execution levels – basic
(eg design), high (eg inks), advanced (eg track and trace), and extreme
(a combination of the above) – and showed off ways of fighting the counterfeit market that steals $460m from brand owners every year.
“Security is real, it’s up there, it’s the third most important attribute of package printing for brands at the moment,” he said.
Blau added that HP itself uses its own Link security technology to protect its inks.
“We’ve had horrible problems in the past with inks, the grey market has been enormous. We use various barcodes and analytics to examine this,” he said.
3key takeaways:
• Security printing is a lucrative industry for packagers and printers.
• Each segment has different concerns – know your target market.
• The three main purposes of security printing are anti-counterfeiting, authentication, and track-and-trace.
One barcode to rule
them all
Two-dimensional barcodes could be the “one barcode to rule them all”, said Mark Dingley, CEO of Matthews Australia, in his presentation.
Dingley highlighted a trial at Woolworths of 2D barcodes, which he says improve traceability and digital connectivity.
“There is a growing need for traceability on pack, and for connectivity to digital.
“We can pack a lot more into a
2D barcode, and that will have an impact on the supply chain,” he said, highlighting benefits such as more accurate product recalls.
Security was high on Dingley’s presentation agenda as he warned attendees that anti-fraud activity costs an estimated $50bn per year, and Australia’s good reputation is making our products a prime target for counterfeiters.
“Demonstrating that you have some form of technology wrapped around your products dramatically reduces your ability to be targeted,” he said.
Food waste was also on the list, with 2D barcodes able to provide more accurate use-by dates, according to Dingley; an estimated 40 per cent of all food produced in Australia goes to waste, resulting in
key takeaways:
• Counterfeiters are less likely to target products with security technology.
• 2D barcodes can help fight food waste. • Traceability is especially important for
international markets.
$23
0bn in losses every year.
22 Print21 SEPTEMBER/OCTOBER 2019