Connected packaging "speaks" with the consumer

Mythological character animations invite the consumer to access information about the technology applied to aseptic cartons, detailing each component used and how they protect the food, without the presence of additives. This digital resource was the technology used in Tetra Pak's long life boxes in an awareness campaign to combat the false information that packaged products in boxes last longer because they have preservatives in their formulation. This innovation, according to Alexandre Schueda, beverage Marketing Manager at Tetra Pak Brasil, exemplifies the communication resources offered by the connected packaging technology, which, developed by the company, is able to offer new possibilities of Interaction with the consumer and communicate or reinforce brand attributes and projects. "The new possibilities of interaction range from the development of promotions and games to actions that manage engagement and loyalty to the public," he explains. According to Schueda, the connected packaging meets the expectations of the current consumer, which demands faster and more direct communication with the brands. "The consumer is also increasingly critical and in search of a more transparent consumption relationship. In this sense, food and beverage manufacturers may not only open a new channel of dialogue with consumers, but also redeem credibility as to the quality and benefits of their products. The resource can also be used, for example, to communicate and engage the consumer in social projects supported by the company or even to invite you to participate in promotions and actions that generate loyalty. " In the near future, connected packaging can be tracked throughout the product lifecycle, providing near real-time information about its performance in the distribution chain. Within the industry, it will be possible to track each process to which the product was submitted before being sent for distribution (source of raw material, date of processing and filling, batch, which production lines it has passed, etc.). The process is practically the same applied to the production of conventional packaging, with small adjustments in the manufacturing unit for the application of the technology. In developing projects in Brazil, according to Schueda, the company works with the technologies that use the DataMatrix and QR Code codes. "The cost to the customer will be in the installation of servers and systems that allow the storage of the information of each packaging, as well as the development of applications for consumer access. This is not usually a high cost, especially considering the possibilities opened by the connected packages, either in new forms of interaction with the consumer or by allowing the traceability of each manufactured product, "he concludes.