What does it take to serialise 6 billion products? Kezzler explains at AIPIA


by Henrikke Sylte

Per Christian Myklebost, Kezzler

This morning Kezzler Head of Products Per Christian Myklebost and Marketing & Key Accounts Henrikke Sylte addressed the AIPIA Congress in Amsterdam, setting out the company’s experience deploying mass serialization in the real world.

Kezzler, a global leader in serialization technologies, offer solutions for brand protection, supply chain visibility and connecting with consumers and is currently executing some of the largest serialization projects in the world.

During their presentation Myklebost and Sylte set out three case studies, each with its own unique challenges covering physical, organization and technical aspects of the projects.

Speaking on their work with global pharmaceutical corporation Pfizer the Kezzler team explained how sales of Pfizer’s blockbuster drug Viagra had faced a challenge in Asian markets as a result of large-scale counterfeiting operations, with an estimated 40 percent of Viagra sold in Hong Kong non-authentic. The Kezzler team deployed a solution in the form of visible and non-visible codes on Viagra packs to enable consumers and Pfizer to verify products’ authenticity. As a result the problem of non-authentic Viagra in Hong Kong was resolved within the first 12 months of implementation, resulting in a substantial increase of sales. Pfizer then extended the program to other multi-billion USD brands including Lipitor and Norvasc in Hong Kong, and Kezzler now supports Pfizer in five other countries.

Heading up the Kezzler delegation at the event CEO Christine C. Akselsen said: “The AIPIA Congress is an excellent opportunity for us to showcase Kezzler’s serialization technologies and advance our mission to build a world of authentic, transparent and connected products by giving every item a unique, secure and traceable identity”.

“Kezzler’s serialization technology was developed to solve real world problems. Today, Kezzler deploys its technology in the pharmaceutical, agriculture, industrial, consumer and food sectors around the globe to challenge counterfeit goods and unauthorized distribution, meet changing regulatory requirements and build consumer trust” she added.