Amcor and Kezzler partner for packaging serialization

MaXQ codes, which can be expressed as QR, alphanumeric, or bar codes, are generated by Kezzler at over one billion a minute and printed by Amcor at industrial speed. The dynamic codes are activated by brand owners and can be managed using Kezzler’s technology platform.

MaXQ allows brand owners to print a unique, serialized code on each pack that can be read with a smartphone, or sent via SMS. Brand owners and consumers can instantly verify whether a product is authentic or a fake. The codes can also be used for track and trace purposes, and for a range of consumer engagement activities such as contests, instant rewards, loyalty programs and customer feedback. Brand owners are ‘unlimited’ in their options and interactions can be tailored to the consumer, while the information generated as consumers interact with the codes provides brand owners with valuable market insights.

MaXQ is available across Amcor’s entire portfolio of flexible and rigid plastic packaging for the food, beverage, healthcare, home and personal care, and tobacco industries.

The combination of Amcor, a global leader in flexible and rigid plastic packaging, and Kezzler, a specialist in serialization business services, ‘paves the way to making every package unique and interactive’, the partners said, with the unique codes generated and printed on each pack and integrating with customers’ existing packaging supply chain.

‘Our customers are looking to provide more personalized experiences for their consumers,’ said Marco Hilty, vice president of marketing and R&D at Amcor Flexibles Europe and Americas. ‘And increasingly, our customers must take action against the counterfeiting of their products.

‘We are extremely pleased to partner with Kezzler in giving each pack a unique digital identity to address these needs.’

Kezzler CEO and founder Magnar Loeken said, ‘Partnering with one of the most respected packaging companies in the world is a testament to the technologies and services we have developed for many years’.

‘We believe MaXQ will eliminate the complexity of serialization services. Amcor and Kezzler provide a seamlessly integrated service that covers printing and IT operations, so brand owners can fully concentrate on their brands and their consumers instead of on logistics,’ he said.

‘Standard QR codes on packaging are static and provide very little dynamic content,’ added Hilty. ‘The same code is printed on millions of packs and will in most cases just take the consumer to a static webpage.

‘MaXQ codes make each pack unique and offer the consumer relevant applications and real value that can be collected and experienced with each pack scanned. MaXQ makes every user’s experience personalized, motivating the consumer to continuously interact with the brand.’