Heineken's Ignite bottles which illuminate when clinked with another bottle, and Ballantine's graphic equaliser, which adjusts its lighting with loud music, are some of the ways brands have added 'theatrical' technology to products.
TRM Packaging believes interactive features such as augmented reality codes and thermodynamic inks (which change colour based on temperature), will become more popular in the coming years claiming firms could benefit from packaging such as interactivity, better print quality and a ‘theatre’ element for instant brand recognition.
“Consumers are increasingly looking for stimulation on mundane regular shopping trips and products that interact fuel this stimulation and help create an element of ‘theatre’ in store,” said Mark Ryan, innovations manager, TRM Packaging.
Consumers interact with the product
Digital Printing will become more popular in the next three years but companies should focus on reducing lead time and more reactive services as well as using the latest technologies, added Ryan.
“Many seek to interact with the brand post purchase,” and the brand and consumer has been seen to extend after point of sale.
One example is Kraft’s augmented reality codes on its Philadelphia tubs, which are triggered when the consumer downloads the app and points their device at the product. The application provides recipes and a game where you can win food coupons.
“The secondary pack is part of the overall brand communication and needs to be considered at early stages. Brands overlook this and leave the development of packaging until the end, which compromises the shelf impact,” said Ryan.
Lightweight to get lighter
According to The Food Manufacture State of the Industry Survey, July 2014, lightweight packaging will get lighter. 62% of people surveyed said reducing the weight of packaging and increasing recyclability are key priorities over the next year.
“We can offer increasingly lighter products that maintain structural strength and damage reduction qualities,” said Ryan.
“It really is 'the sky's the limit', however it is important brands ensure products are packed appropriately. Lightweighting for the sake of it is counterproductive.”
For the paper packaging industry, the target for recycling and re-use of waste is to reach 90% by 2025. (Packaging and Packaging Waste Directive 2014)
TRM Packaging claims recyclability and product damage reduction are important features that should be designed in to retail and shelf ready packaging products.