Traditionally, brands have viewed packaging as one of the most important opportunities for communicating to their customers. Now, new technology is giving brands the opportunity not to just communicate, but to interact with their customers through “smart” packages enabled by mobile technology.
Belgian brewery Martens has launched a new brand of beer, Dagschotel, which is packaged in PET bottles digitally printed with a smartphone application. The beer was created in coordination with the Belgian TV sitcom, “F.C. Kampioenen,” to promote its new movie.
At this year’s Institute of Food Technologists’ Food Expo, market intelligence agency Mintel offered a number of expert presentations. Among them was global packaging strategist Viktorija Gnatoka’s session, “Packaging Superheroes.”