The packaging industry has long since taken big steps towards digitalisation. This does not only apply to automation and the entry of the digital into production, but also to the packaging itself. Digital twins ensure traceability and provide data about the product and packaging along the entire value chain. Sealed Air is also dedicated to this topic and provides customers and their consumers with the advantages of digital packaging also when looking at the sustainability of packaging.
In mid-March, customers from the food industry met at Sealed Air in Milan to learn 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 US in April 2022, the brand was introduced to the European market in Milan. The focus is on digital packaging and the many benefits it brings to businesses.
“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 where packaging expands its role – not only for protection and communication but also on the packaging and preservation of food. This is where we use packaging as a marketing tool. And we are entering this space because we believe that digital transformation is a part of every business.”
Alessandra Secchi, Digital Packaging and Design Director of Sealed Air
Digital packaging and prismiq offer manufacturers, brands and consumers new opportunities to interact with each other and with the packaging. With a QR code integrated into the packaging design, consumers can get additional information about the product and the brand behind it such as the brand’s personal values as well as its product’s benefits. For example, in the case of foodstuffs such as meat or other animal products, information on animal husbandry or the farmers can be retrieved via the code.
Beyond the physical
For brands and manufacturers, prismiq offers a way to communicate with customers that goes beyond the physical packaging. The information that is played out can be adapted to the target group depending on the country in which the product is sold. From the scans made by the consumers, the company again receives information about the performance of the product in terms of how well the product and packaging are received and whether or not there are country-specific differences
An important and current 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 design of a package, QR codes and watermarks are used to add further information and access to more knowledge to the package. Connectivity and cloud-based technologies open up new communication channels for consumers and brands.
Positive feedback is already coming in from the American market about prismiq and the interactions with customers and packaging.
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Weitere Informationen“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. We are certainly learning from them. But we also want to have our own experience with European consumers and brands.”
Alessandra Secchi
With prismiq, Sealed Air offers its customers all services related to digital packaging bundled and from a single source. From design and prototyping to packaging printing as well as the analysis and provision of the collected data, everything comes from a single source.
Digital packaging for more sustainability
Sealed Air is also tackling the issue of sustainability with the new brand and the many possibilities offered by digital packaging. On the one hand, brands can store information on the correct disposal of their packaging behind the QR code and educate consumers. Furthermore, the watermarks can also make it easier and more accurate for packaging to be sorted into the correct material flow during recycling in sorting plants.
“One of the ways is to help consumers sort, to help them navigate the complexity of the different plastics. Packaging can become an education and information tool and also a means into looking at the different countries as well as different legislations. There is a lot of activity in recycling and sorting and the legislation on printed materials is not clear yet. 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 on the packaging which means more individual and different packaging designs are possible. Material and resources can also be saved as no separate label needs to be printed.
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 about customers and buying behaviour from the start of product development were topics. 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, agile collaboration and product testing create faster and better performing products and also packaging designs. Further development then also becomes possible with the data that prismiq generates through consumer scans.
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