The arrangement, with the Dutch company Filigrade, enables Ardagh to offer its customers smart interactive print technology that will take their brands into whole new areas of consumer engagement as well as protect them against the threat of counterfeiting.
The technology involves the embedding of an invisible watermark code in print ready artwork, onto a specific or even the entire print design of the product’s packaging. When recognised, the code interacts with a customer’s smartphone or tablet and offers a secured way for anticounterfeiting.
One simple scan can therefore open up a whole range of possibilities, from providing the consumer with important product information, informing them of promotions and special offers and linking them to marketing campaigns, events and special occasions.
Martin de Olde, marketing manager at Ardagh’s metal division, said: “With this feature we have unique access to a system that responds in a very cost effective fashion to the way consumers now want to shop. The benefits are endless, and could add considerable value to much of the packaging that we supply. It brings the digital age to packaging, adding new features to the direct attention of the consumer, and making life much harder for counterfeiters. We are really excited about offering this to our customers.”
The technology was showcased at the recent Aerosol & Dispensing Forum for packaging materials in Paris, where visitors to the Ardagh stand could scan demonstration aerosols with the embedded code using a tailor made exhibition demo app.