Talking package

Where does the salami meat originate from? How organic really is the Gouda? What is sodium nitrite? And what is it used for in ham production? In the future, packages themselves will be able to answer these questions. Wipak's earmotionPack demonstrates new paths for POS marketing.

At first sight, the premium salami branded GreenSense looks like many other types of salami available on the market. But this impression is misleading. The virtual brand, presented by Wipak at the Interpack stand and in the Innovationparc Packaging special exhibition as a sustainable composite solution made of paper and plastic, involves a technology which in the future will allow retailers and manufacturers to directly address the consumers using the package.

Using special codes in the printing lacquer, information and sound can be added to the print image. A special pen, used by consumers to touch certain points of the package, helps to read out the stored information and to play it back as audio files. earmotionPack is in the stage of development; at Interpack, Wipak presents the functionality and the possibilities for POS applications.

Audiovisual event adding value

Health-conscious consumers e.g. are able to get information about the point of origin of the products and the production technologies involved. People who have difficulty reading the small product labels are now able to have the ingredients being read to them or the nutrition facts being explained to them. earmotionPack can also be used to introduce new product lines and to offer support for taking the right decision; the consumer receives more information about the brand and the manufacturer, cooking and serving tips or information about raffles and marketing actions. In short: earmotionPack turns the package into a brand communicator at the POS – and into an audiovisual event with added value. 

The interpack video to see how it works is here