Shouldn’t all packaging be intelligent?

BY: Dale Tomlinson, CEO The Hardy Boys

Looking back, great packaging, that which separates the persuasive from the predictable, packaging that has long since successfully transitioned from container to communicator…. is intelligent packaging.

All packaging should at its most fundamental be inseparable from a brands DNA. As the ultimate ‘always on’ consumer dialogue packaging should provide a concise sound bite of both a brands narrative and its promise. It should be a brands spokesperson and its greatest ambassador when no one is around to extol its virtues.

Grocery aisle packaged food Image by Igor Ovsyannykov from Pixabay
Manufacturers can now track a product’s journey from factory to shelf to ensure that the integrity of the supply has not been broken

Break ranks in a hyper cluttered world

But in today’s world these attributes are not considered intelligent, they are the table stakes. Intelligent is no longer just about delivering a magnetic brand story, it is about breaking ranks in a hyper cluttered world. It is about justifying and then defending that elusive slice of retail real estate, about finding a fertile patch in a consumer’s mind and taking root. It also about so much more.

Intelligent packaging now goes beyond mere strategy and persuasion. It is about being a good corporate citizen with an understanding of the environmental impact of packaging and the materials it is made of. It is about bio-degradable substrates, single use or plant-based plastics. And beyond sustainability it is about packaging that blends design and technology to further enhance the consumer experience. Intelligent packaging will now tell a consumer when their favourite beverage is at the optimum temperature for sheer drinking pleasure or that their pre-seasoned free-range chicken is at its plump and juiciest and ready to serve. Scan the code on the back and reassure yourself of the health and nutritional benefits of what you are about to feed your family and the provenance of its sustainably sourced ingredients. You can even view the video that shows you how to impress your guests with fool proof but impressive meal ideas.

Track a product’s journey

What does intelligent packing mean to the brand owners beyond its obvious role in driving purchase and loyalty. Manufacturers can now track a product’s journey from factory to shelf to ensure that the integrity of the supply has not been broken. Did that premium ice cream thaw and refreeze resulting in a change of texture and therefor its enjoyment. Intelligent packing will enable both the internal and external influences on a product to be traced throughout its lifecycle to ensure that what the brand promised is what it delivered. For the marketer intelligent packaging will enable them, activate or terminate promotional incentives via specialist codes, VR and printed electronics. Targeted and personalised or seasonal messaging will go a long way to building more intimate and lasting relationships moving the dialogue from ‘mass’ to ‘me’.

All packaging should at its most fundamental be inseparable from a brands DNA. As the ultimate ‘always on’ consumer dialogue packaging should provide a concise sound bite of both a brands narrative and its promise. It should be a brands spokesperson and its greatest ambassador when no one is around to extol its virtues.

Break ranks in a hyper cluttered world

But in today’s world these attributes are not considered intelligent, they are the table stakes. Intelligent is no longer just about delivering a magnetic brand story, it is about breaking ranks in a hyper cluttered world. It is about justifying and then defending that elusive slice of retail real estate, about finding a fertile patch in a consumer’s mind and taking root. It also about so much more.

Intelligent packaging now goes beyond mere strategy and persuasion. It is about being a good corporate citizen with an understanding of the environmental impact of packaging and the materials it is made of. It is about bio-degradable substrates, single use or plant-based

plastics. And beyond sustainability it is about packaging that blends design and technology to further enhance the consumer experience. Intelligent packaging will now tell a consumer when their favourite beverage is at the optimum temperature for sheer drinking pleasure or that their pre-seasoned free-range chicken is at its plump and juiciest and ready to serve. Scan the code on the back and reassure yourself of the health and nutritional benefits of what you are about to feed your family and the provenance of its sustainably sourced ingredients. You can even view the video that shows you how to impress your guests with fool proof but impressive meal ideas.

Track a product’s journey

What does intelligent packing mean to the brand owners beyond its obvious role in driving purchase and loyalty. Manufacturers can now track a product’s journey from factory to shelf to ensure that the integrity of the supply has not been broken. Did that premium ice cream thaw and refreeze resulting in a change of texture and therefor its enjoyment. Intelligent packing will enable both the internal and external influences on a product to be traced throughout its lifecycle to ensure that what the brand promised is what it delivered. For the marketer intelligent packaging will enable them, activate or terminate promotional incentives via specialist codes, VR and printed electronics. Targeted and personalised or seasonal messaging will go a long way to building more intimate and lasting relationships moving the dialogue from ‘mass’ to ‘me’.



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