FDBusiness.com

Supercharged Creativity Awaits at Packaging Innovations

 Breaking News
  • BBF Set For Further Growth After Securing New £40 Million Funding BBF, the UK’s leading manufacturer of own label, licensed and branded ambient cakes and desserts, has secured a new £40 million financing facility with Wells Fargo Capital Finance (WFCF) to support future growth plans. BBF serves all the UK’s most recognisable food retailers such as Tesco, Sainsburys, Asda, M&S, Aldi and Lidl. With manufacturing facilities in [...]...
  • Clean-label, Plant-Based Yogurt Alternative Yofix Probiotics, the winner of PepsiCo’s European Nutrition Greenhouse Programme 2018, has launched its first dairy-free, soy-free yogurt alternative line with three fruit flavors. The products are based on a unique, clean-label formula made from just a few natural ingredients. It is traditionally fermented and contains live probiotic cultures plus the prebiotic fibers that feed [...]...
  • Evolution of the Jameson Bottle and Label Set to Continue Jameson Irish Whiskey, which is produced by Irish Distillers in Midleton Distillery, has unveiled an evolution of its iconic bottle and label design 50 years after it was first introduced. The refreshed look highlights the brand’s provenance, triple-distillation production method and premium quality cues to whiskey drinkers as it looks to strengthen its position as [...]...
  • Sweets and Snacks New Product Development Thrives on Adventure and Bite-size Trends With one in four global consumers increasing their consumption of confectionery over the past year (Innova Market Insights Consumer Survey, 2018) because “there is more variety & novelty available,” the food industry is responding. New data from Innova Market Insights finds a 15 percent average annual growth in global confectionery launches with a “discovery” claim [...]...
  • 80,000 Tonnes of Skimmed Milk Powder Sold in Biggest Tender A total of 80,424.05 tonnes of the skimmed milk powder bought into public stock by the European Commission since 2015 were sold in the latest tender sale, bringing the remaining stock to around 22,000 tonnes out of the original 380,000 tonnes, stockpiled since the crisis that hit the dairy sector in 2015. In effect, almost [...]...

Supercharged Creativity Awaits at Packaging Innovations

Supercharged Creativity Awaits at Packaging Innovations
August 31
09:21 2017

Cameron Worth, founder and director of Internet of Things agency, SharpEnd will discuss IoT-enabled creativity at Packaging Innovations London 2017. Here, he outlines the brand potential for a smarter, more connected world. 

There is an enduring mystique around the concept of the Internet of Things (IoT), which needs to be explored and broken down so that brands, creatives and marketers better understand its potential and possibilities.

Take the idea of, what we call Smart Spaces for example – activating the space around the product to deliver intelligent services and experiences. This could be applied to the home, retail stores, bars, hotels, nightclubs, or any space where products are consumed or engaged with.

Too many people still see the IoT as the connected fridge that re-orders the milk or the talking washing machine that recognises a red sock in a whites wash.

However, if Smart Spaces are properly integrated into a brand’s strategy, they can enhance brand interactions and garner valuable information, whether that be about consumer buying habits, or the way people navigate a store or environment.

Both Smart Packaging (turning physical products into digital touch-points) and these Smart Space environments can be used to offer creative, personalised content based on location, actions, dwell time or other factors.

Content can take the form of offers, fun facts, a chance to win or something as simple as an alert to tell drinkers in a bar that the barman has finished making their cocktails.

The IoT allows brands to communicate with an ‘always on’ audience, which fundamentally changes the marketing dynamic.

In the past, brands have always had to create shop windows across multiple platforms so that their logo, banner ad, email marketing, point-of-sale, out-of-home or TV message is seen by as many people as possible. But once that brand has asked you to buy its product, the marketing relationship usually ends.

The IoT means that the marketing relationship with the consumer will begin to take place more and more post-purchase. Brands can engage with consumers through Smart Packaging or within Smart Places, where consumers are more open to innovative brand interactions.

This seismic shift will see the creative move away from brand messaging and focus on the brand’s behaviour, and how it engages with its audience.

Currently, creatives don’t understand the latest IoT technology capabilities and therefore aren’t able to advise and help brands exploit this new connected world. The technology platforms themselves realise the importance of their offer but don’t speak the language of brands and marketing.

As a dedicated IoT agency, SharpEnd is able to help brands with creative IoT technological solutions, both on-pack and in-store, which will fundamentally change the way they engage with their audiences both today and for the future.

Smart Packaging has a huge role to play in this connected future. I look forward to sharing the opportunities for supercharged on-pack creativity during my talk at Packaging Innovations London 2017 in London this month.

‘Technology-enabled creativity’ will be presented by Cameron Worth, founder at SharpEnd at 14.45pm on 14 September at Olympia London

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 18, 2019Multimodal 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements