AIPIA World Congress 2017

Huhtamaki paper cup turns into digitally connected smart device

By Jenny Eagle

- Last updated on GMT

Huhtamaki's Adtone paper cup. Picture: Huhtamaki
Huhtamaki's Adtone paper cup. Picture: Huhtamaki

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Huhtamaki has launched an interactive single-use paper cup with heat sensitive label and QR code that turns into a smart device.

The Adtone cup is activated via a heat activated thermochromic label when it comes into contact with a hot drink. 

Single-use experience

Huhtamaki Adtone smart cup

By scanning the code with a mobile device, customers can access promotional material on a website and digital content.

Becci Eplett, UK marketing manager, Huhtamaki, said the QR codes are controlled with digital data management software turning the coffee cup into smart packaging.

A promotion code can only be used once and dynamically changes the digital content after use.

Packaging has always been a great channel to attract customers and create co-promotion opportunities, but Huhtamaki has taken that to the next level with the introduction of Adtone​,” said Eplett. 

Combining physical product with digital services is the way forward​. 

The Adtone cup gives consumers something they actually want, through something they use every day, delivering a promotional message in a unique and memorable way, helping to create a connection between bespoke packaging and the digitally savvy consumer.​” 

Promotional campaigns

Eplett added the digitalized connection makes the single-use paper cup the perfect media for smart device centered promotional campaigns.

Consumers interact with a coffee cup for several minutes at a time and pay attention on what is printed on it.

Huhtamaki Adtone can be sold by cafes and restaurants to run a variety of campaigns from loyalty rewards to prizes. 

Huhtamaki is a member of the AIPIA (Active & Intelligent Packaging Industry Association) which will be hosting its Active & Intelligent Packaging World Congress and Hackathon 2017 in Amsterdam from November 2-3. 

Click here​ to register for the event.

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