BXP - Vol 3 No 4 May/June 2019 - A25

A25

In addition, the focus on food waste and

RFID and NFC tags, for sure, smart labels,

security has put the spotlight on technolo-

connected packaging and the associated

gies, including nano, which can have a posi-

Cloud platforms, and embedded QR codes are

tive impact on this highly environmentally

making big comebacks. Augmented reality

damaging and highly political issue.

(AR) and virtual reality (VR) seem to be
increasingly popular with brands because of

One of the most significant landmarks was

the huge impact they can have on consumer

the appearance of AIPIA on the scene in 2011,

engagement.

which helped the disparate bits of technology
to be recognized as a distinct sector and gave
many companies new to the packaging sector
an anchor and reference point. This also helped
with establishing a network and communication platform for both internal and external use.
But of greatest importance is that brand

Augmented
reality and
virtual reality
seem to be
increasingly

owners started to take the whole A&IP prop-

popular with

osition seriously about six years ago. This was

brands because

an absolute breakthrough moment, as until
then it had been a rather piecemeal expansion,
quicker in apparel and some beverages, but not
so impactive in food, snacks and pharmaceuticals as we would have wanted. Now that is all
changing rapidly!
WHICH PRODUCTS STAND OUT AS KEY

of the huge
impact they
can have on
consumer
engagement.

And it's a much smaller world, so brands
increasingly look at global markets, despite
the current economic/political disputes. This
presents its own set of problems-supply
chain management, traceability, counterfeiting, authentication, condition monitoring
and extending shelf life of foods and some
pharmaceuticals) are all absolutely necessary.
You cannot gloss over these if you want to sell
internationally, or you do so at your peril. A&IP
has solutions for all these issues. We see investments in these technologies save consumer
facing brands money and improve bottom line
performance sooner rather than later.
In the U.S., we also see compliance as a big
issue. So many drugs are wasted or end up

DRIVERS OF A&IP DEVELOPMENT?

becoming ineffective due to poor supervision

Several pioneering products stand out, as do

or management of the dose. A&IP related

the companies that have invested so heavily in

solutions will feature very strongly in pharma-

their developments. Companies such as Avery

ceutical packaging of the future.

Dennison, Thin Film Electronics, Checkpoint,
Evrythng, Zappar, Aptar (then CSP), American

PRODUCT TRACEABILITY AND

Thermal, Infratab and Jones Packaging have all

AUTHENTICATION, ANTI-COUNTERFEITING

put their money into developing serious A&IP

AND REDUCING FOOD WASTE ARE ALL

products that have found real applications in

OBVIOUS BENEFITS OF A&IP, BUT BRANDS

the marketplace. They took the long view and

SEEM TO BE FOCUSING MORE ON THE

believed in the technologies. It took a while for

CONSUMER ENGAGEMENT ASPECTS. WHY?

most packaging converters, brand owners and

In truth, this caught us out a bit, too, at first.

retailers to catch on.

When AIPIA went in to speak to brands, we
were armed with all those very good reasons

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BXP - Vol 3 No 4 May/June 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 4 May/June 2019