Nestlé Vietnam opts for SIG’s “One Cap, One Code” solution

The solution aims to engage with Gen Z consumers

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Nestlé Vietnam to opt for “One Cap, One Code” solution
Nestlé Vietnam to opt for “One Cap, One Code” solution

Nestlé is the first company in Vietnam to opt for SIG’s innovative QR code closure solution “One Cap, One Code” for effective and unique one-to-one online marketing opportunities. The aim is to appeal to Gen Z consumers and strengthen their brand loyalty via a differentiated reward program.

Since May, the closure caps of the popular Nestlé milo teen protein drinks, in SIG’s combismile carton packs, have included unique QR codes that can be easily scanned and serve as reward points that can be redeemed online via the Vietnamese messaging application Zalo – Top 3 of Gen Z’s most-used apps. 

SIG’s “One Cap, One Code” solution – available for SIG’s closure combiGo – enables customers to apply QR codes not only visible on the package but also hidden on the inside of the closure. This ensures that the QR code can only be scanned after the consumer has purchased and opened it. 

Nestle’s rapid digital transformation

Vietnam has made a rapid digital transformation in socio-economic development and leads the world ranking with the largest number of internet users. According to statistics, in January 2021, around 73.7 % of the total Vietnamese population was active on social media channels.

Social media such as Facebook, YouTube, and Zalo are among the most important channels to reach Vietnamese consumers. These young consumers are looking for more than just product experiences – they want great brand experiences that provide emotional connections. They want to be entertained, rewarded, and informed, all enabled by the powerful mobile devices they carry every day. 

SIG is helping brands engage with consumers and integrate complete transparency into the whole value chain. IoT and smart packaging innovations are opening up new possibilities for tracking and interaction. SIG’s digital marketing solutions allow every product to act as a data-driven information and media source. SIG’s QR code closure solution was first launched in China in 2020 and immediately created a buzz. 

Nestlé is the first company in Vietnam offering SIG’s innovative solution. With the QR code campaign included on the milo teen protein drink in SIG’s combismile aseptic carton packs, Nestlé is targeting Generation Z teenagers in particular. Just one simple scan of the QR code inside the cap with their smartphones collects points, which in turn can be converted into rewards. The campaign will run until September 2021.

Tuan Pham, Brand Manager Milo & Milk at Nestlé Vietnam: “This new and dynamic digital solution from SIG creates unique, exciting experiences that appeal especially to teenagers. We can already see that this target group is buying more to collect points and get rewards.”

SIG’s QR code solution will help Nestlé build a competitive innovation and differentiation portfolio to increase customer engagement, brand perception, and loyalty. In addition, this marketing campaign opens up more opportunities for Nestlé Vietnam to further strengthen the positioning of Milo products as the most popular breakfast drinks by scoring more points when consumers scan the QR code between 6 am and 10 am. Teens are also encouraged to invite friends to collect points and spread the campaign in their community.

Binh Hoang, Country Manager Vietnam at SIG: “We work closely with our customers and tech partners to ensure that our innovations can be used at the right time and are the best solutions on the market. Our team in Vietnam is a key strategic partner for our customers to help them develop and implement digital marketing strategies. We leverage our innovative packaging solutions and the experience of our digital technology partners to create perfect solutions.”

Connections beyond the pack

The QR code closure solution can be used as part of SIG’s pac.engage portfolio that allows food and beverage companies to reach their target audience, leverage powerful market data, and grow their emotional footprint with one-to-one communication. Pac.engage offers various communication options for brands to interact with consumers directly on the packaging. 

With a simple smartphone scan, the unique QR code can launch dynamic engagement in the form of sweepstakes, loyalty programs, fun questionnaires, and more. Flexible and easy to develop modules can be customized for any brand and provide valuable insight and use of consumer data. These promotion pages can also generate more traffic to the company’s social networking platforms and product sites to increase interaction with the brand and boost sales.

 

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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