Beyond functionality

Beyond functionality

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As the digital age encroaches further into everyday life, we look at how one brand has used their packaging to push the boundaries and move with this ever evolving tide.
 
Purity Soft Drinks recently unveiled the complete overhaul of their leading brand JuiceBurst, an overhaul that included the introduction of a digitally interactive label.  With the use of Blippar technology, consumers can bring their bottle to life and watch the fruit of their drink literally burst right before their eyes.
 
Jon Evans, the Marketing Director for Purity Soft Drinks talks to Packaging Gazette about what inspired this move into the world of augmented reality, and what he thinks the future holds for digital labelling, and why it’s the way forward.
 
When Purity arranged for photographs to be taken of exploding fruit for their packaging design, they were offered the chance to capture the entire process on film, and it was from here that the possibility of taking the imagery beyond print began to unfold.
“JuiceBurst is targeted at a fairly young audience, we’re trying to capture the 18-30 demographic, and within this segment smart phone penetration is incredibly high. And we wanted to engage with this, and the video footage of the exploding fruit was perfect. No one has done this before for a soft drink brand.” 
 
 
The re-launch was created by the multi-award winning agency Williams Murray Hamm, and with the use of the Blippar Technology app, consumers can watch the designs come to life. By simply scanning over the packaging with their smartphones consumers can watch the fruit explosions. It was a move that was incorporated into their entire range, with each individual flavour having their own bursting fruit video. From here the consumer can link straight through to their Facebook and website, for further brand engagement.
 
However, smartphone interactions with products is not something new, QR codes for several years have been cropping up on packaging, encouraging consumers to scan them and discover something new. Purity have moved away from this, and into the new era of augmented reality interaction.
 
“QR codes are unattractive, they often affect the design of a product and are very limited in their uses. But the introduction of augmented reality really renders QR codes redundant.”
 
“Augmented reality is one of the biggest emerging technologies, it gives brands a real chance to bring their content to life, and packaging is the perfect media for it. It’s the first interaction consumers have with a brand, and with interactive technology it becomes an entire experience. The brand is completely brought to life; it has phenomenal potential. It can add so much value to the packaging.”
 
The possibilities of the information packaging labels can hold when they’re opened up to digital interactions are endless. From detailed nutritional information to full length advertisements and games.

 

 
Stephanie Cornwall
Stephanie Cornwall
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