The role of packaging in the food and beverage industry has surpassed the traditional role. The primary aim would always be the protection and preservation of food. However, packaging now offers rich potential for personalization and a consumer experience that can both surprise and delight. Manufacturers like Tetra Pak are now taking customer experience to the next level thus, leveraging packaging as a full-scale data carrier and a digital tool.
The latest technological advancement showcased by Tetra Pak is Smart Packaging where every package carries a unique digital identifier thereby creating an opportunity for one-to-one conversations with consumers. It was launched with the intent to transform milk, juice and other such beverage cartons into interactive information channels, full-scale data carriers and digital tools. Code generation, digital printing and data management are the features that would bring new benefits to food producers, retailers and shoppers.
Tetra Pak has already successfully completed several projects since the launch of Smart Packaging. CavinKare and Karnataka Milk Federation are amongst the first few brands to pilot connected packaging in India. CavinKare was looking to launch a 500ml Tetra Pak package aimed at targeting millennials and connected packaging became the obvious choice for personalized consumer promotion.
Dynamic QR codes that act as a getaway between the consumer and the brand were printed under the cap and on scanning these codes, the customer would receive digital vouchers that could be redeemed across a wide range of e-commerce portals. The promotion packs were available in select Modern Trade and General Trade retail outlets and created a widespread awareness both for the new launch and the promotion. This was in turn supported by in-store and digital communication on the new launch resulting in over 10000 scans during the promotion period with customers scanning multiple packs to receive vouchers.
Ravindran BP, Business Head – Dairy & Beverages, CavinKare said that they were very happy with the results of the project as it also helped them to understand what they need to do differently during the next promotion using connected packages. While CavinKare used Dynamic QR codes, Karnataka Milk Federation utilized the power of connected packaging to establish a digital identity for its brand – GoodLife. KMF is one of the best dairy co-operatives in the country and offers UHT milk in Tetra Pak packages under the Nandini GoodLife brand.
GoodLife has activated its digital presence on both Facebook and Instagram and leveraged the Dynamic QR codes on 500 ml and 1000 ml packs to help the growth of their digital and social media presence. The page would showcase recipes that were relevant to the respective market it is viewed from.
Mr. M T Kulkarni, Director – Marketing, KMF has said that they have realized that the way to a modern consumer’s heart is through digital presence. Based on a report published by Value Market Research, the growing usage of smart packaging across various end-use industries owing to its superior properties is driving the market growth. Also, reducing the usage of plastic packaging across the various sector is again fueling the demand for the product. Moreover, the upcoming trend of ready-to-eat food products coupled with the growing demand for packaged food is expected to fuel the industry expansion during the forecast period as per the report.
The consumer’s experience can vary in nature, intensity and expanse depending on the variety of applications the brand owners use. This technology also gives brands access to valuable insights like purchase location frequency, propensity to redeem promotions and also lets companies design social marketing campaigns linked directly to a company’s online content.
Naira Shekhawat has been into Content Writing just after completing her Graduation in English Literature. Her love for words has won her many accolades in her respective jobs ever since. Naira covers business sections for VMR News. She is a traveller by heart and loves writing on food blogs as a freelancer.