Page 16 - Packaging News Magazine Sep-Oct 2019

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September-October 2019
package platform, which addresses the challenges of monitoring value chain; tracking products; quality con- trol; connecting to consumers; reduc- ing waste. In the cloud-based solu- tion, each product has its own “digital birth certificate”, he told guests.
Cuthbert gave examples of how use of individual codes as part of a cam- paign 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 exam- ples 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 oppor- tunity,” he said.
KEY TAKEAWAYS:
• Unique codes, when used as part of a campaign, can connect con- sumers 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 infor- mation, especially around prove- nance, to build trust.
THE POTENTIAL IN PROTECTION
Daniel Blau of HP gave a detailed pre- sentation on brand protection, avail- able 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.
TOP LEFT: Sustainability panel: (from left) Lindy Hughson; Jack Malki, Jet Technologies; Fred Soar, Soar Print; Brooke Donnelly, APCO; David Martin, Spicers; Aleks Lajovic, Impact International.
TOP: Closing the loop: Brooke Donnelly, APCO.
ABOVE: Question time: Michael Grima, QDesign Enterprises.
“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, namely overt, semi-covert, and covert; and four execution levels, i.e. basic (e.g. design), high (e.g. inks), advanced (e.g. track and trace), and extreme (a combination of the above); and explored ways of fighting the coun- terfeit market that steals $460m from brand owners every single 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.
KEY TAKEAWAYS:
• Security printing is a lucrative in- dustry for packagers and printers. • Each segment has different con-
cerns – know your target market. • The three main purposes of security printing are anti-counterfeiting, au-
thentication, 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.
He cited a trial at Woolworths of 2D barcodes which he says improve traceability and digital connectivity.
“We can pack a lot more into a 2D barcode, and that will have an im- pact on the supply chain,” he said, highlighting benefits such as more accurate product recalls.
Security was high on Dingley’s pre- sentation agenda as he warned attend-
ees that anti-fraud activity costs an es- timated $50bn per year, and Australia’s good reputation is making our prod- ucts 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 accu- rate use-by dates, according to Dingley; an estimated 40 per cent of all food pro- duced in Australia goes to waste, re- sulting in $20bn in losses every year.
KEY TAKEAWAYS:
• Counterfeiters are less likely to target products with security technology. • 2D barcodes can help fight food
waste.
• Traceability is especially impor-
tant for international markets.
CONNECTING WITH CONSUMERS
Packaging printers need to use cur- rent technology to better engage con- sumers, said Paul Haggett, sales and marketing director, Kodak. Haggett took guests through the past, present, and future of technology, and argued that brands must use unique codes to keep up with consumers’ needs – that marketing to anonymous customers is no longer sufficient.
“The key is putting a unique iden- tifier on every single pack,” he said.
In one striking segment, Haggett showed an animation of the most valuable brand over the past couple of decades, and how their fortunes shift- ed with time – the fall of companies like Nokia, and the rise of Google, Am- azon and Apple, being among them.