{"id":41958,"date":"2021-02-10T10:27:12","date_gmt":"2021-02-10T09:27:12","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=41958"},"modified":"2021-03-02T11:53:32","modified_gmt":"2021-03-02T10:53:32","slug":"the-invisible-digital-code","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/der-unsichtbare-digitale-code\/","title":{"rendered":"HolyGrail 2.0 and the invisible digital code"},"content":{"rendered":"
The invisible digital code on packaging and its effects were demonstrated in the HolyGrail project. The European brand association AIM is now building on this with HolyGrail 2.0 and is testing the watermark technology not only for better sorting of packaging waste.<\/div>\n
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The search for the digital \u201eHoly Grail\u201c began in 2016: Digimarc Corporation from Oregon (USA) presented a new labelling technology on the market. This DW code - the short form for the watermark \u201eDigital Watermark Code\u201c<\/a> - made the classic barcode superfluous. The new code is hidden in the colour printing of the packaging and therefore does not change or disrupt the design of the packaging.<\/strong> It is integrated into the existing print files using easy-to-implement Digimarc software. No special colours or printing processes are required.<\/p>\n

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Henkel is already implementing the new technology in Germany in a pilot project with two Vernel products. (Image: Henkel)<\/figcaption><\/figure>\n

Beginnings of the HolyGrail project<\/h2>\n

At the same time, the Ellen MacArthur Foundation began funding a project to introduce improved labelling methods: The so-called HolyGrail project ran from 2016 to 2019. The reference to the supposedly miracle-working \u201eHoly Grail\u201c was intended to emphasise the high standards of the project. In the broadest sense, the aim of the project was to reduce plastic waste by increasing the recycling of plastics, primarily from the packaging sector. At the same time, the quality of the recycled pellets obtained was to be improved for increased reuse in the packaging sector.<\/p>\n

The inclusion of Digimarc's labelling technology was an obvious choice, especially as the so-called GTIN (Global Trade Item Number) has now been implemented in the DW code, behind which the globally unique article number (known as the EAN code in German-speaking countries) is hidden. As a result, 29 international companies under the leadership of the consumer goods group Procter & Gamble (<\/strong>P&G) from Ohio (USA),<\/strong> to test the new labelling technology. Accordingly, new labelling was introduced on the packaging of some P&G brands in 2019. -<\/strong> like Lenor or Fairy - and other products from <\/strong>L'Or\u00e9al, Carrefour, Henkel, Nestl\u00e9 and PepsiCo.<\/p>

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Watermark as a \u201edigital recycling passport\u201c<\/h2>\n

In addition to the benefits for packaging design and the handling of processes in logistics, goods inspection and retail sales, the new properties of the labelling system should also be used to achieve an efficient packaging recycling process. Optimum identification of the recycling materials when sorting the waste in the disposal companies can improve the utilisation of plastic waste and the reuse of suitable recyclate for packaging.<\/p>\n

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Digital watermarks work like an invisible barcode on the packaging. (Image: AIM European Brands Association)<\/figcaption><\/figure>\n

The next phase: HolyGrail 2.0<\/h2>\n

Following on from the success of the first HolyGrail project, last year the European brand association AIM<\/a> (Association des Industries de Marque). Under its auspices, the next phase - \u201eHolyGrail 2.0\u201c - will see the projects implemented on a larger scale and scope. Over 85 companies and organisations are actively involved in the new initiative. The following goals are to be achieved by 2030:<\/p>\n