Are ‘zapcodes’ the next big thing for AR cartons? SIG Combibloc thinks so

17-May-2016 - Last updated on 18-May-2016 at 11:05 GMT

Marajoara zapcodes.

SIG Combibloc has partnered with Zappar to launch its first carton packs with ‘zapcodes’, which use augmented reality (AR) to engage consumers in ‘real time’ with interactive experiences such as games or marketing campaigns.

The packs were launched in Brazil with Massfar, an authorized partner of Zappar, at Fispal tradeshow 2015, and now two customers; Marajoara and Sabe are using the ‘zapcodes’ for its sweetened condensed milk, and lactose free milk, respectively.

Free-to-download app on iOS & Android

Marajoara uses AR content to deliver a video that shows the user how to prepare a dessert using its product. Its chocolate milk carton packs also have an environmental quiz and consumers can take a selfie with its ‘Chokynho’ brand cartoon then post it on social media.

Sabe customers can scan the zapcode to receive information on their mobile devices to find out how lactose-free milk is produced, along with recipe suggestions.

Ace Fung, global product manager, SIG Combibloc, told DairyReporter Zappar is a free-to-download app on iOS and Android, which ‘provides a bridge between physical objects and the digital world in real-time.’

“The more interactive and engaging the content is, the more likely it will resonate positively in consumers’ minds,” he said.

“Digital content now leaps ahead through augmented reality, the supplementary information is provided in real-time – for example in 3D, as a game, video, text or animation. The advantage is the information is made available right there and then, when it’s needed.

“Augmented reality opens up a whole new dimension of interaction between product and customer. Information is presented as infotainment – integrated into a modern packaging design and tailored to the relevant target audience and the relevant subject matter."

Consumer behavioral changes

“Through this interaction, the consumer is immersed with a product more deeply than before, allowing simple information to become an experience,” Fung said.

Prior to the launch, Fung added SIG Combibloc undertook a full review of the augmented reality offerings on the market. It decided to partner with Zappar because it felt their platform gives the best and most scalable technology to deliver an engaging digital experience.

He said a recent study by the German Federal Ministry of Food and Agriculture shows when buying food, 20% of consumers already use their smartphones to get more information about products at POS (Point Of Sale).

“Food and beverage manufacturers should look at these behavioral changes as opportunities to create engaging packaging designs with this tech that address consumers' needs in an interactive way,” said Fung.

“Letting the consumer explore hidden content provides brands an excellent opportunity to improve brand awareness and strengthen brand loyalty.”

According to Max Dawes, partnerships director, Zappar, packaging is a perfect ‘use case’ for its technology.

“It is the ‘earned media’ in consumers’ homes, sitting on the kitchen table that can be made into an interactive multi-media portal – surprising and delighting consumers whilst providing a huge amount of data for the brand,” he added.