Packaging the ‘gateway’ to greater consumer engagement

Tetra Pak Index is based on research conducted with KTNS, and offers insights into the global trends shaping the future of the food and drink industry. This year’s report has identified that brands need to focus their online engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world – ‘Super Leaders’, a newly-defined digital community of early adopters and brand amplifiers who, when engaged, can become brand advocates to spread messages, shape opinions and help build trust in products.

Packaging can be used to support and augment this. For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source. The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.

Alexandre Carvalho, director of marketing services at Tetra Pak, said: ‘The digital package gives brand owners a direct link to the consumer through an important communication channel – the product itself.

‘To make the most of this fully owned channel, we are piloting the use of augmented reality and other digital technology in our packaging to help our customers stay ahead of the game.’