Page 27 - Packaging News magazine March-April 2022

March-April 2022 | www.packagingnews.com.au | ACTIVE & INTELLIGENT PACKAGING
27
Cellr delivers QR gift campaign
Leading family-owned wine company Brown Brothers has partnered with customer engagement platform Cellr to deliver a virtual gifting campaign via digital packaging technology. Jan Arreza reports.
CELLR’S brief was to enable Brown Brothers customers to create lasting memories and memorable moments using the latest in digital packaging technology.
What the team delivered was an immersive, ultra-personalised prod- uct experience via the Prosecco Rose Gifting Campaign.
Using Cellr’s connected packaging platform on every bottle of Brown Brothers Prosecco Rosé, consumers can upload a unique virtual message, photo or video via Cellr QR.
Consumers simply scan the QR code and follow the prompts to create their personalised message, then lock it in so its ready to go when they gift or share their bottle of Brown Brothers Prosecco Rosé.
“Each bottle can be totally unique and identifiable, which allows the customers to curate and upload their
own personal content experience for whoever it is that they are giving it to,” Chris Braine, Cellr CEO, told PKN, adding that as the person receiving the gift can then scan the QR code to unlock their personal experience.
“For us, it was all about building a world-class suite of tools that would allow people to connect directly with their friends via the bottle and through connected packaging for digi- tal experiences,” said Braine.
“Brown Brothers Prosecco Rosé is made to be shared, which is why we have transformed each bottle into a digitally immersive gifting experi- ence powered by Cellr’s connected packaging.”
Brown Brothers Prosecco Rosé is available from the company's web- site and in leading liquor retailers around the country, with the Gifting Campaign running until May. ■
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