Packaging Strategies has featured a case study in which Kezzler and Amcor partnered with Mondelēz to enable personalised gifting with Toblerone. The case study forms part of Packaging Strategies’ February feature on Active and Intelligent Packaging.
During the campaign Toblerone bars were assigned unique IDs that were embedded into QR codes and applied to the packaging. By scanning the code with their phone consumers were able to record a personal video message for the intended recipient. The message was then linked to their individual bar and could be shared via social media.
It went live in November last year with campaign activation for two days in 77 Sainsbury stores across the UK. The 360g Toblerone bars came with custom sleeves such as ‘To my Mom’, ‘To my BFF’, and ‘To Grandma’ . Each with their unique QR code.
Earlier in 2018 Kezzler and Amcor rolled out a Valentine’s Day campaign with Mondelēz, using the MaXQ digital packaging system on boxes of Cadbury Milk Tray across 133 UK Tesco stores. The promotion, which asked consumers “what would you say with Milk Tray?” led to an increase in sales of 7%.
The campaigns are great examples of the opportunities that exist for brands to boost consumer engagement using Kezzler’s technology. By digitalising a Toblerone bar or a box of Milk Tray, brands can enable personalised gifting, making it about more than simply a product but also an experience.
Packaging Strategies’ article ‘Active & Intelligent Packaging: A New Industry’ is available to read online at https://www.packagingstrategies.com/articles/90983-active-intelligent-packaging-a-new-industry.