British American Tobacco to implement Thinfilm technology

Thinfilm has signed British American Tobacco Global Travel Retail (BAT GTR) as a new customer for its SpeedTap NFC tags.

Thinfilm has signed British American Tobacco Global Travel Retail as a new customer for its SpeedTap NFC tags

BAT GTR is launching a connected edition of its Dunhill brand using SpeedTap tags. The on-carton tags, which integrate with Thinfilm's CNECT cloud-based platform, convert each physical Dunhill product into a digital channel that facilitates direct brand-to-consumer connections. BAT GTR will use Thinfilm's NFC technology to engage with adult consumers, delivering unique content and digital experiences through the tap of a smartphone.

It is anticipated that the initial Dunhill campaign will launch in February at Dubai International Airport, the world's largest travel retail hub, with follow-on campaigns expected at other major airports thereafter.

Read more about active and intelligent packaging in L&L issue 1, 2018

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