r-pac CNCT partners with SharpEnd for connected packaging

r-pac CNCT, an intelligent product specialist and business division of r-pac International, one of the global leaders in packaging, trim and smart labeling, has announced a strategic partnership with SharpEnd, the agency known for pioneering connected packaging at scale for the world’s biggest brands.

Through this partnership, r-pac has become a preferred partner across SharpEnd and its io.tt platform. This ensures that connected rollouts are supported with best-in-class authentication, experiences and traceability.

With SharpEnd’s expertise in interactive experiences for connected products, brands can now benefit from a fully integrated ecosystem that enhances consumer engagement, supply chain transparency, and digital transformation.

With r-pac CNCT’s and SharpEnd’s combined capabilities, brands can supercharge their marketing activations by creating personalized, interactive touchpoints that engage consumers throughout the product lifecycle. They can also leverage first-party data collection to build deeper consumer relationships and actionable insights.

Furthermore, brands can implement secure authentication and compliance technologies, including serialized QR codes, NFC and RFID. This enhances supply chain efficiency and traceability, providing real-time product data visibility from sourcing to post-consumer recycling.

Advanced brand protection technologies help to combat counterfeiting and product diversion. Sustainability initiatives can be driven through Digital Product Passports (DPP), material transparency, and responsible sourcing solutions. 

Finally, brands can optimize their operational workflows with intelligent tracking, analytics, and seamless global supply chain execution.

‘We are thrilled to meaningfully partner with the great team at r-pac to accelerate the delivery of connected experiences in-store and on-product,’ said Cameron Worth, founder of SharpEnd. ‘By combining SharpEnd’s expertise in front-end experiences, analytics, and omnichannel engagement with r-pac’s unparalleled global footprint and comprehensive suite of back-end capabilities, we can help brands do a lot of things much better.

‘I think a lot about the difference between mutual vendors and partners. This relationship is very much the latter and we have a pipeline of very exciting announcements lined up to share quite soon.’

‘SharpEnd’s expertise in digital and connected experience solutions perfectly complements r-pac’s strengths in connecting physical and digital products through branded trim packaging, authentication and traceability,’ added Güneri Tugcu, global director for partnerships and business development at r-pac CNCT. ‘Through this partnership, we are equipping brands with the tools they need to succeed in an increasingly connected world - offering seamless, scalable solutions that enhance both brand storytelling and operational efficiency.’