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The packaging industry has also long since taken major steps towards digitalisation. This applies not only to automation and the introduction of digitalisation into production, but also to the packaging itself. Digital twins ensure traceability and provide data on products and packaging along the entire value chain. Sealed Air is also dedicated to this topic and provides customers and their consumers with the benefits of digital packaging, including with regard to sustainability.
In mid-March, customers from the food industry met at Sealed Air in Milan to find out more about the new prismiq brand packaging journal was also on site and spoke exclusively with Digital Packaging and Design Director Alessandra Secchi. Following the launch of prismiq in the USA in April 2022, the Brand presented to the European market in Milan. The focus is on digital packaging and the numerous advantages it offers companies.
„Digital packaging consists of three elements: the graphic part, the digital printing and the connected packaging. With digital printing, we are able to offer customers services and solutions in which packaging expands its role - not just for protection, communication on the packaging and food preservation. Here we use packaging as a marketing tool. And we are entering this area because we believe that digital transformation is part of every business.“
Alessandra Secchi, Digital Packaging and Design Director, Sealed Air
Digital packaging and prismiq offer manufacturers, brands and end consumers new opportunities to interact with each other and with the packaging. With a QR code that is integrated into the packaging design, consumers can Receive additional information about the product and the brand behind it. What are the values of the brand, what are the benefits of the product? Particularly in the case of foods such as meat or other animal products, the code can be used to obtain information on animal husbandry or farmers.
Beyond the physical
For brands and manufacturers, prismiq therefore offers a way of communicating with customers that goes beyond physical packaging. The Information displayed adapted to the target group depending on the country in which the product is sold become. The company receives information about the performance of the product from the consumer scans. How well are the product and packaging received and are there country-specific differences?
An important and topical point that Sealed Air is addressing with the new brand is the desire for personalisation. This is made possible in particular by digital printing. Apart from the individual packaging design, QR codes and watermarks provide additional information and access to more knowledge on the packaging. brought. Connectivity and cloud-based technologies are opening up new communication channels for consumers and brands.
Positive feedback on prismiq and the interaction with customers and packaging has already been received from the American market.
„We are getting more and more experience from North America on some smart packaging applications and the feedback is very positive. The feedback and engagement from consumers seems good and is providing insights to brands after just a few scans. So we are learning from them. But we also want to make our own experiences with European consumers and brands.“
Alessandra Secchi
With prismiq, Sealed Air offers its customers All digital packaging services bundled and from a single source to. From design and prototyping to packaging printing and analysing and providing the collected data, everything comes from a single source.
Digital packaging for more sustainability
Sealed Air is also addressing the issue of sustainability with the new brand and the wide range of possibilities offered by digital packaging. On the one hand, brands can Store information on the correct disposal of your packaging behind the QR code and provide consumers with information. The watermarks can also be used for recycling in sorting systems make it easier and more accurate to sort packaging into the correct material stream. become.
„One option is to help consumers sort through the complexity of different plastics. Packaging can become an educational and information tool, also with regard to the different countries and the different regulations. There is a lot of activity around recycling and sorting, and the legislation for printed materials is not yet clear. The automatic readability of an embedded code or a visible code can help with sorting. The development is in full swing. So our goal is to understand and observe what is happening and define the best technology for the right process.“
Alessandra Secchi
Another advantage in terms of sustainability is the use of digital printing. The information is printed directly onto the packaging, enabling more individualised and different packaging designs. Material and resources can also be saved as there is no need to print a separate label.
At the launch of prismiq in Milan, the focus was also on the interaction of various aspects in the creation of packaging. Especially Design, prototyping and the use of data on customers and purchasing behaviour from the start of product development were the topic. Experts from HP Indigo, Adobe and the IT developer vypr brought together their knowledge from the fields of printing, design, collaboration and product testing. With a view to brands and companies More agile collaboration and product testing Faster and better performing products and packaging designs. Further development will then also be possible with the data that prismiq generates from consumer scans.
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