Digital tools, such as connected packaging, have allowed CPG companies to establish a curated connection with their customers. Not only does it enable companies to build brand-to-customer engagement, but also helps them collect valuable data. CPG companies like Campbell soup and Ferrara’s Keebler have deployed QR codes on their cans to give consumers access to specialised content, featuring recipes and music, while the latter connected consumers to an augmented reality experience via QR codes. The Consumer Brands Association and Alliance created a smartLabel, a QR code-empowered food label, which gives consumers access to information about sustainability indicators. Big CPG giants like Coca-Cola, Kellogg, Hershey, Colgate-Palmolive, and Procter & Gamble have featured the digital label in their packaging.
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