Pernod Ricard and Coca-Cola roll out Smart Packaging to engage consumers | 23-09-2024 |
Pernod Ricard, the global wine and spirits producer, has announced the launch of its digital labels across all Strategic International Brands in Singapore. This marks the inaugural rollout of the Group’s digital label initiative in Southeast Asia (SEA), it says, answering consumer needs for accessible product information about responsible drinking.
The digital label, accessible through a QR code, is now printed on the back label of all Pernod Ricard brands. It has been developed in accordance with national health guidelines set by Singapore’s Health Promotion Board. By scanning the QR code with any mobile device, consumers there will be led directly to a dedicated webpage that provides in-depth product information of the beverage scanned, alcohol-related health risks, guidelines on responsible drinking and more.
This will be the first digital label introduced globally by a wines and spirits group, it claims. Starting with French cognac house Martell, the digital label will be available across all the Group’s spirit brands in the country by the end of 2024, including Absolut vodka, Chivas Regal, Jameson Irish Whiskey, Monkey 47 Gin, Royal Salute and The Glenlivet Scotch whiskies.
The company has been active in playing a role in the prevention and reduction of the harmful use of alcohol, through collaborative efforts with industry members, civil society, governments and local authorities, as well as global institutions and consumers at large. This includes the DRINK MORE WATER campaign, which looks to raise awareness on the importance of drinking water and pacing oneself when consuming alcohol.
Meanwhile Coca-Cola has teamed up with Marvel studios so film fans - in Brazil initially - can enjoy an interactive and memorable drinking experience with the soda, through the launch of a limited-edition Thor-themed packaging with labels that light up when touched. Thanks to AIPIA member Inuru’s ELF Technology—self-powered, paper-thin OLEDs embedded in the label—Thor's hammer becomes illuminated when the consumer comes in contact with the packaging.
The labels are the first products on the market utilizing OLEDs from Inuru’s Dragon Factory in Germany, which started operations earlier this year. The factory produces OLED panels at low-cost through printing techniques, offering a sustainable alternative to traditional LED lighting solutions, it says. This initiative reflects Coca-Cola’s strategy to integrate popular culture into its packaging, creating a unique consumer experience that combines technology and entertainment and demonstrates how brands can use design and interactivity to stand out in a competitive market.
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