While its primary purpose will always be one of protection and preservation of food, it now offers rich potential for personalization and a consumer experience that can both surprise and delight. Thanks to smart technology, manufacturers like Tetra Pak are taking consumer experience to the next level, leveraging packaging as a full-scale data carrier and digital tool.
The latest technological disruption introduced by Tetra Pak is Smart Packaging where every package carries a unique digital identifier, creating the opportunity for one-to-one conversations with consumers. Launched with the intent to transform milk, juice and other beverage cartons into interactive information channels, full-scale data carriers, and digital tools; and with code generation, digital printing, and data management at its core, the connected packaging platform is designed to bring new benefits to food producers, retailers, and shoppers. The possibilities are endless, and Indian brands are beginning to dip their fingers into this technology to experience the power for themselves.
Tetra Pak has already successfully completed several pilot projects since the launch of Smart Packaging less than a year ago. CavinKare and Karnataka Milk Federation (KMF) are among the first few brands to pilot connected packaging in India, using the technology in two very different ways.
CavinKare, the first name that comes to mind when thinking of package milkshakes, was looking to launch a new 500 ml Tetra Pak package in the market and was on the lookout for a differentiated promotion.
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