On today's episode of POW!, we're taking a look at Sprite's Live from the Label initiative, which provides consumers with access to livestreamed concerts throughout the summer. By implementing a QR code onto its labels, Sprite has turned its bottles into "tickets" to these shows, adding a fun multimedia element that goes way beyond just a 20 ounce soda. As we've seen in recent years, brands that can add interactive elements to their packaging are sure to benefit from the enhanced consumer experience, adding significant value to a product through a creative initiative driven by packaging. If you've seen a product we should feature on POW!, contact Cory Francer at cfrancer@napco.com.