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Smart packaging that adds real value

When properly executed, smart packaging can extend a brand’s interaction with the consumer, adding real value to their lives, but trust must be established first.

Diageo’s prototype smart bottle was developed to transform and influence the way consumers enjoyed their whisky.
Diageo’s prototype smart bottle was developed to transform and influence the way consumers enjoyed their whisky.

Smart packaging has received its fair share of hype. From brushes that keep track of hair breakages to interactive beer bottles, new packaging technologies are offering an increasing number of ways for consumers to interact with the brands they choose to buy.

But consumers could be forgiven for thinking that the majority of innovations thus far have just been brands experimenting with little thought for utility. QSR codes, for instance, haven’t truly made their mark on consumer interactions with a branded product.

Nonetheless, when executed properly—and with a little vision—the possibilities for brands to use smart packaging are almost endless. Each new innovation offers the chance for brands to transform a physical interface into an interactive tool, thereby allowing them to add real value to their customers’ lives and build upon their brand offering.

Don’t be a smart packaging Icarus

Despite this, brands should make sure they don’t fall at the first hurdle and become a smart packaging Icarus; allow yourself to be dazzled by the possibilities, and you may find yourself flying too close to the sun, both at your brand’s and your customer’s expense.

Instead, brands should ask themselves how they can best use smart packaging to extend and elongate their interaction with consumers, beginning before the customer has even laid eyes on the product and continuing long after they’ve physically stopped using it. The real test will be for brands to use smart packaging intelligently to make an appropriate and meaningful contribution to consumers’ lives, while not losing sight of a brand’s meaning and alienating consumers in the process.

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