AIPIA Congress 2017

PepsiCo challenge will review the best ideas for packaging formats

By Jenny Eagle

- Last updated on GMT

PepsiCo to host an interactive challenge for active & intelligent packaging formats. Picture: PepsiCo.
PepsiCo to host an interactive challenge for active & intelligent packaging formats. Picture: PepsiCo.

Related tags Gatorade

PepsiCo is hosting an interactive session at the AIPIA Congress 2017, asking the Association’s members to come up with their best ideas for packaging formats for PepsiCo brands, incorporating Active and Intelligent Packaging and technologies.

Members will be given time slots to present outline concepts​ to the company at the event in Amsterdam (November 2-3) to show how it can utilize Active & Intelligent Packaging across its entire family of brands. 

Tropicana juice

The PepsiCo family consists of brands including Frito Lay snacks (Lay’s, Fritos, Doritos, Cheetos), Tropicana juice beverages, Quaker oatmeal and bars, Gatorade sports drinks to name a few.

The five minute presentation can cover one or more PepsiCo Brands which can be enhanced by Active & Intelligent Packaging.

PepsiCo is pushing the door wide open for active and intelligent packaging developers to come up with exciting ideas on a truly brand-wide scale​,” said Eef de Ferrante, executive director, AIPIA.

It is showing great confidence in A&IP, and our association members in particular, to take these technologies into ground breaking areas for a major multinational brand, at mass production level in some cases.​”

Guidelines for the presentation include: consumer engagement and interaction; active packaging to extend shelf life (including gas scavenging and replenishment, antimicrobial solutions); interaction with smartphones (ie Printed Electronics and NFC tagging); plus increased functionality to appeal to consumers, young and old.

The conclusion of the Active & Intelligent Packaging World Congress program for 2017 will be an AIPIA Idea Hackathon: ‘How to accelerate consumer interaction with smart packaging’, hosted by Thin Film Electronics (Thinfilm).

Idea Hackathon

The Idea Hackathon​ will address how consumers can be encouraged to interact with ‘on pack’ intelligent tags to access information and mobile experiences that can raise purchase intent and encourage ongoing product loyalty. 

Participants will discuss technologies, such as Near Field Communication (NFC), which will soon be supported on all major smartphone operating systems, including Android, Windows, and Apple’s iOS.

This broad platform-level support creates cross-platform smart packaging opportunities that can reach well over a billion smartphone users worldwide.

Brands and packaging firms must prepare for a world that is both connected and highly mobile. By 2020, analysts expect 90% of the global population to have access to high-speed mobile data and 70% with access to smartphones​,” said Matthew Bright, senior director, Product & Technical Marketing, Thinfilm.

These mobile-first consumers instinctively reach for their smartphones to make everyday decisions and solve problems, and this means they will expect to interact with products and packages in ways that improve the overall user experience​.”

As the Internet of Things (IoT) grows in size and scope, analysts forecast over 30 billion connected objects by 2020 and further growth beyond 75 billion by 2025.

The IoT, including active and intelligent packages, is expected to make significant contributions to the global economy: The overall IoT market is projected to be worth more than $1bn annually from 2017 onwards,

There has never been a better moment for the industry to talk about this subject,​” added de Ferrante.

So much is happening so fast that we need to have a clear plan to ensure consumers understand the potential of their smartphones, how to connect with products and how packaging can play a significant role in this connected world​.” 

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