Chesapeake to talk intelligent technology at Packaging Innovations

Chesapeake said 3T is ‘ground-breaking technology’ that allows packaging – and therefore brands – to interact directly with smart devices. The pack is used to activate the technology, engaging the consumer and providing a way to interact that is easy and intuitive.

Printed conductive tracks applied to a product’s packaging are accessed by the consumer using a bespoke mobile application. This allows the consumer to use touchscreen devices, such as a smartphone or tablet, with the packaging to gain access to customized information, simulations or even augmented reality with the pack potentially containing several activation codes.

The person activates the technology through touch and completing the circuit, which requires no additional battery or other power source.

Carol Hammond, head of research and development at Chesapeake, said: ‘I plan to take visitors on a trip into the near-future where we will interact with packaging in a very different way to now.

‘It will talk to us, provide us with information on its storage, send reminders and tell us when it is the best time to use the product. The drivers for developing unique consumer experiences are very strong and, in most cases, the technology to deliver these changes is already here or just around the corner.’

Packaging Innovations takes place on February 26-27 at the NEC, Birmingham.

Hammond added: ‘The applications of this technology are endless and range from marketing activities such as product promotions to directing a consumer to a website to listen to a pre-recorded message. We are already working on ways to integrate the printed electronics into a pack so it can be activated by a 3T-enabled device.

‘Brand owners and retailers are adopting new technologies and approaches to maximize the emotional experience that consumers get from packaging. Chesapeake will show how these technologies will impact on everyday products.’