Greatview® Discovery
Greatview Discovery further enhances novelty in traditional packaging design by adding a scratch-and-reveal coating to the digital print. Consumers are stimulated by the process to uncover instant wins or to participate in online activities. The discovery not only enhances interaction but also improves the scanning rate. The innovative technology of Greatview® Discovery was recognised when it was shortlisted as a finalist at the 2020 World Beverage Innovation Awards.
Smart Packaging
In this digital world and age, we see an opportunity to help our customers connect directly with consumers via their mobile devices, to encourage them to remain loyal and highly engaged with the brands.
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To achieve that mission, WINTIPAK developed innovative Smart Packaging, which makes it possible to print unique content (images/text/QR codes) on each individual carton, to add differentiation and added functionality and appeal beyond the package itself. In the form of a unique QR code, a simple smartphone scan directs consumers to interactive sites that can contain product information, marketing activities, instant wins and competitions as well as granular traceability and the management of supply chains. All in all, WINTIPAK’s Smart Packaging enables information-rich, real-time and two-way communication between consumers and brands, which can be individually customised.
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WINTIPAK® Smart Packaging, launched in 2015, was shortlisted as a Best Dairy Packaging Innovation of the World Dairy Innovation Awards 2016 and won the 2016 Ringier Technology Innovation Awards — Food and Beverage Industry. More recently, the marketing potential offered by WINTIPAK® Smart Packaging was displayed as a campaign using the format won the “Best Marketing Campaign” at the 2020 World Beverage Innovation Awards. Meanwhile, its traceability function was rewarded at the 2020 Ringier Technology Innovation Awards — Food and Beverage Industry. Today, more than 50 customers have implemented WINTIPAK® Smart Packaging technology on their products, bringing 5.3 billion cartons with variable content and/or QR codes to consumers worldwide.
Customer Stories
Topfruit – Greatview supplied Oman’s
leading juice brand with Smart Packaging
Greatview’s innovative Smart Packaging provided a profitable upgrade for OmanRefCo’s popular juice brand Topfruit. Using variable printing technology, each Topfruit juice carton was imprinted with a unique smartphone-readable QR code and picture from 1 of 22 diverse Omani landmarks. With this, the brand’s existing packaging was transformed from a simple container into a platform for an innovative digital marketing campaign.
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The initiative showcased Omani cultural and tourist highlights to domestic and international consumers, boosting local tourism economy and increasing consumer engagement and encouraging brand loyalty. Additionally, when consumers scanned the QR codes using the camera function on a smartphone, they could automatically collect different virtual landmark stickers in their account centre and win prizes, thus offering further incentivisation for purchase.
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This scan-and-win competition was designed to establish two-way communication between Topfruit and its consumers, engaging the consumers in an entertaining and interactive way while the offering the brand the chance to draw a consumer portrait based on their participation behaviour thanks to the unique QR code. The transparency and simplicity of this brand-to-consumer competition fuelled consumers’ desire to participate.
Nestlé Pakistan – Greatview supplied beverage giant with Greatview® Discovery​
Greatview® Discovery added a new dimension to Nestlé Pakistan’s popular Nestlé Fruita Vitals juice range with an exciting marketing campaign that offered free mobile data to consumers. Under a metallic scratch-off layer, every carton featured a unique code that was redeemable for between 50 MB and 300 GB of free mobile data. Every code was guaranteed to generate a prize, incentivising purchase and building brand loyalty.
In a highly competitive food and beverage market, it is important for brands such as Nestlé Pakistan to continually innovate in order to stay ahead of the field. By ensuring that consumers enjoy the best possible experience with their product’s packaging, Greatview® Discovery helps to secure brand loyalty and expand the Nestlé Fruita Vitals consumer base to new demographics.
During the COVID-19 pandemic, the incentive of free mobile data with every purchase meant that the brand could promote itself whilst encouraging consumers to stay at home. Through the offer, Nestlé Fruita Vitals was able to help its consumers to stay in touch with friends and family whilst maintaining social distancing and staying safe.
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In conjunction with a marketing campaign aimed at a young audience conducted principally online through social media advertisements, the innovative packaging brought a brand new dimension to the Pakistani beverage market. With a lively response across a variety of social media platforms, the possibility of fraud-protected redeemable codes offered by Greatview® Discovery represents huge potential for campaigns such as this one, providing benefits for consumer and producer alike.
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Praising the collaboration with Greatview, Muhammad Umair Ajmal, Procurement Manager Direct Materials at Nestlé Pakistan said: “Our suppliers are our strength who help us drive innovation with our customers. Especially in times when the market is saturated and we face stiff competition. Greatview provided Nestlé with a great opportunity and really helped us to win with our customers and consumers.”
