Page 58 - Packaging News Magazine Sep-Oct 2019

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FOOD & BEVERAGE PACKAGING
Taylors’ packaging gets smart with
Going beyond a label and packaging refresh, Taylors Wines’ portfolio update includes augmented reality to deepen engagement with consumers, and
an NFC-chipped screw cap for authentication and tamper-evidence. Lindy Hughson reports.
SMART PACKAGING SET HEADS TO AMSTERDAM
WITH smart packaging a sector that is fast gaining traction, interest is high in the eighth Active and Intelligent Packaging Industry Association (AIPIA) Congress to be held in November in Amsterdam.
Scheduled for 18–19 Novem- ber at the Beurs van Berlage venue, the Congress will feature speakers from around the world
as well as the Seeing is Believing demonstration area.
According to Eef de Ferrante, managing director of AIPIA, more brand owners are attending the Congress each year, which aims to focus on real business development for active and intelligent packaging technologies rather than simply workshops and panels.
“We are working with our members to build an industry, not just to run another confer- ence,” he says.
More than 400 delegates are expected at the event, at which over 40 speakers will share their expertise on the latest developments and how they can be combined into
complete solutions.
“More contacts are made
and deals initiated at the
AIPIA Congress than any other event of its kind, but that is not a difficult claim to make because our event is unique for this sector.
“There are several other
excellent events for RFID/NFC, printed electronics, and areas such as active material innova- tion, but it is only the AIPIA Congress which brings the whole ecosystem all together and works with the brand owners
to give them a full business context in terms of their packag- ing,” says de Ferrante.
Martine Groeneveld, project director for the Congress, says host city Amsterdam will be an ideal venue for the event.
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LEFT: Via the new Taylors Wines mobile app,
wine lovers can discover the history behind the 50-year-old winery through an AR animation feature.
ABOVE: The wine retails for around $1000, making the security and authentication device an important brand protection measure.
TO mark its 50th anniversary, South Australian family-owned Taylors Wines has undertaken a
total portfolio refresh, updating its Estate, Jaraman and St Andrews labels and adopting augmented reality (AR) to drive engagement and enhance the Taylors wine drinking
experience.
Via the new Taylors Wines mobile
app, wine lovers can discover the history behind the 50-year-old winery through an AR animation feature.
PKN spoke to product development manager at Taylors Wines, Pieter Klein, who says the project has been on the cards for some time, and that Taylors had been looking into creating packaging activated AR experience but wanted to ensure that it was more than just for novelty value.
“You have to give strong consider- ation to why the consumer would want to download the app and engage with the story, address the ‘what's in it for me’ criteria, and your story must be authentic,” he says.
The app was developed in collabora-
September-October 2019
“In a previous event we