Interactive Print - Near Field Communications

From consumer engagement to product security, brands, consumers, retailers, and converters can all benefit from smart packaging.

Image recognition, near field communication and many other technologies are making packaging a more interactive experience, engaging consumers in new ways. As smart packaging continues to catch on with brands, printers and converters should be prepared to be able to offer these technologies.

Just in time for a soccer-filled summer, El Jimador tequila will use Thinfilm’s complete NFC mobile marketing solution to enhance marketing efforts for its "Soccer Moments" campaign. The campaign will include NFC tags in custom bottle neckers and branded coasters.

Iovate Health Sciences International is set to implement NFC technology from Thinfilm into a selection of its health supplement brands. The NFC tags will provide consumers with content including recipes, product reordering information and video content featuring star football player Rob Gronkowski.

Earlier this summer, NFC tag manufacturer Thinfilm and leading Spanish wine maker Barbadillo, collaborated to incorporate NFC technology into 126,000 wine bottles. The results are now in and demonstrate that the smart packaging initiative led to an increase in sales for Barbadillo.

Launching the largest ever deployment of near field communication (NFC) tags in the wine and spirits industry is a big step forward for smart packaging. We spoke with representatives from NFC tag manufacturer Thinfilm, and Barbadillo, one of Spain's leading wine producers, about this latest initiative.

One of the largest deployments of NFC technology in the wine and spirits industry has hit the shelves through a partnership between Thinfilm and Barbadillo, a leading Spanish winemaker. 126,000 wine bottles are part of the initiative, which provides extended content to consumers via packaging.

Next week, Thinfilm will host a grand opening for its new San Jose, Calif. facility. The new location will be home to a roll-to-roll manufacturing line, which will allow Thinfilm to increase its annual NFC chip production capacity into the billions.

Every St. Patrick’s Day, a limited edition label adorns one of the most recognizable Irish spirits – Jameson Irish Whiskey. But, according to Jameson’s website, this year’s St. Patrick’s Day label features an added twist in the form of NFC connectivity.

As brands are continually striving to increase their interaction with consumers, smart packaging seems poised to be a vehicle for making that happen. WestRock's Connected Packaging Solutions may be the catalyst in taking this technology from a niche to the mainstream.