Page 14 - Packaging News Magazine Sep-Oct 2019

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www.packagingnews.com.au
September-October 2019
• Digital technology allows both limitless editions and person- alised content.
• People will pay more for person- alised goods than retail items.
LESSONS LEARNED
Liza Vernalls, director of packaging at Campbell Arnotts walked guests through three printed Arnotts pack- aging campaigns – two successful, one less so – to share the lessons they taught the company.
Tim Tam’s “Chill Me” campaign in partnership with Gelato Messina, which used thermochromic ink to indicate that the biscuits were at the right temperature to be eaten, was a definite positive, said Vernalls.
“Anybody that you showed it to, it had that element of ‘wow’,” she said. Similarly, the Tim Tam sustainabili- ty redesign, which replaced nine-co- lour rotogravure with five-colour flexo, saved 40 per cent in ink – 11 tonnes across the whole range. According to Vernalls, it saved as much energy as 986 lightbulbs; 22 cars’ worth of carbon emissions; and 2000 showers’ worth of
water, over the course of a year.
On the flip side, a Tiny Teddy cam- paign which used embedded water- marks to link to a website failed be- cause consumers did not know about the app used or that the watermark was on the pack – a QR code, while
less sophisticated, is more familiar to customers, Vernalls said.
She told guests that print – which does not require big capital expendi- ture, increases the pack’s role as a si- lent salesman, and enhances consum- er touchpoints – is worth considering for boosting brand engagement.
“Print is a fantastic medium and it allows you to go where you want to go,” she said.
KEY TAKEAWAYS:
• Print is a great way to boost con- sumer engagement with packaging. • Valuable lessons can be learned when a campaign doesn’t go to plan. • Don’t assume you know what the
consumer wants.
MORE THAN A GIMMICK
Though augmented reality is often seen as a marketing gimmick, Bill Atta of Dreemar argued that this isn’t the case. According to Atta in his presentation, the technology is maturing at a rapid clip.
“The mobile phone is not going away. We can use it with packaging to devel- op incredible messages and engage with clients,” he said. “We live in a dig- ital world, so why can’t our physical products engage people digitally?”
In an interactive demo of Dree- mar’s AR technology, Atta showed off how the company had built a
CLOCKWISE FROM TOP LEFT: Tetra Pak’s Richard Cuthbert shows off the company’s connected packaging platform.
Mark Dingley spruiks the barcode of tomorrow.
Daniel Blau, HP, guides attendees through pack security techniques.
Paul Haggett, Kodak, explores technology past, present, and future.
mobile game playable by scanning an ordinary box of Arnott’s Shapes – and offered a reward for the high- est score.
“We’ve just turned a humble card- board box into a game, and that game is connected to social media.
“It’s so easy – you point your phone, you press a button, you’re engaged,” he said. “We see a world where people using AR will be incentivised, engaged, and then re- warded for engagement, which will keep them coming back.”
KEY TAKEAWAYS:
• AR can be a powerful way to en- gage consumers.
• It can also provide valuable data back to the brand owner.
• AR requires a strategy and a reason – don’t just do it for its own sake.
CONNECTING PACKAGING
Industry 4.0 means workers and consumers are becoming more con- nected, said Tetra Pak’s digital solu- tions manager 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