Don't think of this as just a bottle of rum; it's also a
powerful media platform. Use it wisely.
With less than 60 days before we flip our calendars to a new
year, we’ve started to think about how packaging might evolve in 2019. Smart
packaging is one area that’s sure to continue to amaze us as consumers rely on
their smartphones to stay connected to friends, family and favorite brands.
Cameron Worth, founder of SharpEnd—a London-based
branding agency that specializes in using the Internet of Things (IoT) to
connect with consumers—talks about three new areas of smart packaging and
how packaging departments might benefit moving forward.
Prediction #1: More than 10 million fast-moving consumer goods
(FMCG) will be interacted with throughout 2019. And near-field communication
(NFC) applications for consumer engagement will explode once the new range of
iPhones become mass-scale devices.
Why is this significant?
Worth: Brands will create
a totally owned, fresh and powerful media platform—the products they make and
sell. Ten million consumer interactions gives brands 10 million chances to have
personalized conversations with their end-users and fundamentally disrupt the
existing brand-to-consumer relationship.
When done right, once you start talking to consumers, you stop
advertising to them. Each consumer interaction with a product delivers new
insights into not just where and when a product is bought/consumed but also by
Prediction #2. Brands are beginning to “in house” their
innovation capabilities and laboratory programs.
What does this mean to packaging departments at consumer
packaged goods (CPG) companies? What are the benefits and challenges?
Worth: Prototyping gets
faster, the range of technologies to explore gets broader, the brand becomes
able to upskill wider teams without needing to rely on workshops or
lunch-and-learns and instead gets hands-on with technology—ultimately saving
time and money.
Prediction #3. Agencies will begin to offer “IoT / Voice”
consulting practices to capitalize on the growing interest.
Again, what are the benefits of this for packaging departments
at CPG companies?
Worth: I don’t think
there’s much benefit here apart from a greater awareness of IoT and voice
strategies needing to be addressed. There’s nothing worse than the steady
stream of generalists choosing to pitch false specialisms to capitalize on
trends. The IoT and voice will be no different but will also help to make
credible and established specialists like SharpEnd even more attractive as
brands seek out the right partners for these new sorts of initiatives.
출처: Packaging Digest