The AIPIA World Congress 2017, taking place in Amsterdam, has a new format this year with demonstrations, presentations and pitches all together on the exhibition floor. The two-day program includes several presentations on smart labels by Skanem and Avery Dennison and on smart in-mold labels by Verstraete IML. Consumer experience and smart packaging will be discussed by Dow Europe while Takasuke Ishitani, president of the Japan Food Packaging Association, will provide insights from Japan on active packaging. The NFC Forum will address the background and future perspectives of NFC for the packaging industry.
Securikett’s chief digital officer Marco Linsenmann will speak on connecting digital product security options and marketing strategies. Zappar will address the use of augmented reality to make packaging interactive. Kurz Digital Solutions will speak about combining decoration with function.
Speakers from Esko, Henkel, Evrythng, Kezzler, Linkz, NXP Semiconductors and Vandagraf will also take part in the Congress.
‘Hackathons’ have been introduced to make the event ‘even more dynamic,’ according to the organizers. The hackathons consist of interactive sessions of groups of delegates, experts, speakers and suppliers where they brainstorm as teams tasked with developing new products and options.
The Pepsi Challenge
On Thursday, 2 November 2017, the AIPIA Congress will host an exciting interactive session, asking members to come up with the best ideas for new packaging formats for PepsiCo brands incorporating active and intelligent packaging. The PepsiCo family consists of US$ 22 billion brands including Frito Lay snacks (Lay’s, Fritos, Doritos, Cheetos), Tropicana juice beverages, Quaker oatmeal and bars, Gatorade sports drinks and many others. Members will have to come up with a 5-minute presentation on one or more PepsiCo brands that can be enhanced through active and intelligent packaging.
Guidelines PepsiCo says are looking for:
• consumer engagement and interaction
• interaction with smartphones for PE and NFC tagging possibilities
• active packaging to extend shelf life (e.g., gas scavenging and replenishment, antimicrobial solutions)
• increased functionality to appeal to consumers, young and old
All of these should be accomplished while retaining recyclability of the pack. These concepts can be for premium products and promotional campaigns. For example, Sensorial Cues can be triggered by changes to temperature, when the pack is opened, or when a certain amount is consumed. These cues can be: aroma release, sound (could be creating a trademark sound upon opening), color change or other visual cues (including condition monitoring), texture change, shape change (e.g., multi-serve packaging that shrinks when the product is consumed).
These are only some of the many aspects PepsiCo would be interested in exploring.
Be prepared to stand up and make your case for why YOUR A&IP concept fits the PepsiCo Challenge and they may well take you up on the offer to explore it further! If PepsiCo is interested in exploring any concepts further, it will enter into appropriate agreements with vendors regarding disclosure of confidential information.
Are YOU ready for the PepsiCo Challenge? Contact Eef de Ferrante at AIPIA today with an outline idea and why your concept should be included: firstname.lastname@example.org