The increasing prevalence of new digital technologies is making it possible for brands and companies to engage with customers in ways that were unheard of in the past. Because so many people have “smart” devices, even something like a product's packaging can be used to foster interactions and engagement with potential customers. These interactions can occur while the consumer is shopping for the beverage, during the beverage’s purchase, and/or during its consumption.
One area of exploration is how interactive technologies could be used in wine, beer, or spirit packaging. These interactive packaging components can include the closures (screw caps, corks, or other items), the labels, and the containers (glass bottles, plastic bottles, bag-in-box, kegs, and other items). A number of active packaging examples already exist in the beverage industry, made by companies like Thin Film Electronics ASA, MetalCraft, and T+Ink.
What are some unique ways that interactive technologies might be used in alcohol beverage packaging for encouraging engagement between the consumer and beverage manufacturer? For your solution, answer the following questions in detail:
- How would you incorporate digital technology into the packaging? How would this engage customers with the product?
- What might a smart device add look like for your idea? How would it be inviting to consumers? What type of information could it supply the winery, brewery, or distillery? How will this information help the producer better understand the needs of the consumer?
- List the steps a consumer would take from first seeing the smart packaging to then engaging with the digital technology? Consider pre-purchase, during purchase, and post purchase steps. The post purchase engagement should include opening the package and consuming the product. What moments would exist that the producer might have to interact with the consumer?
- Attach a concept of the interactive packaging idea as a sketch or mockup. Illustrate the package's appearance, functionality, and how the consumer interacts with the packaging.
CRITERIA: These solutions can be geared towards current consumers or consumers of the future. For examples of potential ideas, see the attached images.
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Submissions will be graded on the following criteria:
- Meets Deliverables
- Creativity
- Clarity
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