Page 22 - Packaging News Magazine Sep-Oct 2021

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FOOD & BEVERAGE PACKAGING | www.packagingnews.com.au | September-October 2021
Laava puts Smart Fingerprint on
The labels of Tamburlaine Organic Wines’ 2021 range feature a unique Laava Smart Fingerprint, bringing heightened consumer engagement to the purchasing experience. Jan Arreza reports.
Laava Fingerprints,” Ger says.
“The fact that it uses this clever tech, which was developed in collaboration with the CSIRO, means that it actually is the world’s first globally scalable alternative to QR codes, which although they are popular, are actually
not suited to secure applications.”
DIGITAL GATEWAY
The gateway also provides the cus- tomer with secure access to Tamburlaine’s on-bottle loyalty and rewards partner Upstreet, whereby they can claim a credit for part of their purchase price ($4) in ETF shares for every bottle purchased and scanned.
On top of this, for every bottle of True Earth purchased, consumers are also donating $2 to Planet Ark’s National Tree Day, supporting its efforts to plant over one million new trees, shrubs and grasses each year.
“A lot of the connected packaging intiatives and platforms that are out there have typically focused on cod- ing things into QR codes, and by its very nature, once it’s coded, that’s it, it’s done, it’s out there in the world,” says Ger.
“With the Smart Fingerprint, the experiences can continually be upgraded and enhanced in the back- end, so brands will get total flexibil- ity and can continue to deepen and change the engagement with its cus- tomers over time.
“Although people often asks us if it is like a QR code, we always say that is the upgrade to the QR code. What it does is it fully matches an image that is fully randomised on our servers before it unlocks the experience for the consumer.”
Every Laava Smart Fingerprint is unique to each bottle of wine, enabling Tamburlaine to tailor cus- tomers’ experiences according to the label they have purchased.
The Smart Fingerprint utilises patented optical technology that matches randomly generated and optically-captured images by Laava on its secure servers before any con- tent is allowed to be transmitted.
The Laava ecosystem operates securely in the cloud. Only Laava customers can generate Smart
TRUE to its name, Tamburlaine’s True Earth Collective wine range is a collaborative enterprise. The winemaker has partnered with tech start-up Laava, loyalty and rewards company Upstreet, envi- ronmental group Planet Ark, and
media identity Jamie Durie.
Durie, whose involvement came
about when he set out on a mission to marry his love of good wine with doing some good for the environ- ment, says, “I am passionate about the need to honour and heal our land, and this collaboration was born through the mutual respect for land and how it’s emerged.”
“We are tremendously excited to see this project from conception through to completion. I’ve been an ambassador for National Tree Day since 1999 and worked with Planet Ark on environmental initiatives for over 27 years,” Durie says.
LABEL LEVERAGE
Partners for the artwork and label printing were Gravitas Media and Multi-Color Corporation (MCC) respectively. MCC acted as label part- ner for the project, while Gravitas
conducted all the pre-press and digi- tal file setup work for the project.
The true hero of the label, Laava's Smart Fingerprint, is an ‘on-bottle’ trust mark, which upon scanning and authenticating, activates the secure gateway for customers to con- nect directly with the Tamburlaine ‘True Earth experience’ – taking them on a journey from vine to wine, and giving them access to exclusive content and promotions.
“And each one is as unique as your own fingerprint, therefore every Tamburlaine Wines bottle, all two million of them, is unique and secure by design,” Gavin Ger, joint-CEO and commercial director, Laava, tells PKN.
“This means we are able to create unique experiences per item, per bot- tle, and it means that each individual product can tell its own story – such as what type of wine it is, when and where it was bottled, and more.
“Also, because each one is secure, it makes it usable, and perfectly suited as an on-product authentication tool. And this can be done with a simple printed mark – it doesn’t need any spe- cial inks or special technology. Any digital printer in the world can print
ABOVE: Laava’s joint-CEO Gavin Ger admires the true hero of the label, the Smart Fingerprint ‘on-bottle’ trust mark.
OPPOSITE: The Laava Smart Fingerprint is smartphone activated.