Kerry J., Butler P. Smart Packaging Technologies for Fast Moving Consumer Goods
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228 Smart Packaging Technologies for Fast Moving Consumer Goods
Figure 12.11 A whiskey product printed with a hologram as an optical deterrent. Image from
JDS Uniphase Corporation (www.jdsu.com).
were too costly to duplicate. Now the emphasis is on technology, including the use of Radio
Frequency Identification (RFID) tags, security-smart printing techniques and use of special
inks (Anon., 2005e). To date RFID technology has been used to increase convenience
and efficiency in supply-chain management and traceability, being normally applied to
secondary and tertiary packaging (Robertson, 2006). However, RFID technology may play
an increasingly important role as a security countermeasure for counterfeiting, theft and
tampering of beverage products.
High-resolution printed intertwining lines knownas guilloches, already used successfully
on banknotes, can be printed on primary packaging and/or labels. Microtag particles can be
printed using multiple ink layers that combine to form unique code or holograms (Figure
12.11) can be integrated into primary or secondary packaging (Anon., 2005e; LeGood et al.,
2007).
Microtrace offers a variety of identification and authentication labelling in the form of
compounded plastic resins, films, adhesives, paper, security labels and now security inks
(ElAmin, 2005b). A new series of microtaggant security inks will allow any printer to
apply the anti-counterfeit technology to packaging using flexographic or screen printing
processes. In basic form, microtaggants are a unique numeric code sequence in a multiple
coloured layer format. In more complex forms, microtaggants deliver multiple layers of
security through the incorporation of several taggant technologies (Anon., 2007e). The ink
gives products and packages a unique numeric code sequence in a multiple coloured layer
format. The codes will be unique for each manufacturer. Once a formulation is produced
for a customer it becomes their exclusive ‘fingerprint’ (ElAmin, 2005b). The acetate films
containing microtaggants can be used to produce authenticated, finished holograms.
Thermosensitive inks change colour when a packaged product has been exposed to
predetermined temperatures, often a sign that it has been counterfeited and introduced into
the supply chain. UV inks fluoresce under ultraviolet light and infrared inks can only be
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Smart Packaging Technologies for Beverage Products 229
detected using a special camera, offering security that does not interfere with the graphic
appeal of the package. Metameric inks look identical, but are revealed to be different under a
special filter. Scented inks offer both a shelf appeal and security protection (Anon., 2005e).
Biowell Technology, a Taiwan based biotechnology company, has perfected the world’s
first DNA-tagged anti-counterfeit label. By using bioengineered DNA as an invisible and
highly-specific identification tag, forensic-level authentication of a tagged item is possible.
DNA tagging has the ability to protect brand name products, documents, artworks, ID
cards, and so on, from counterfeiters’ tools of the trade: precision computer scanning and
printing equipment. DNA tagging provides an extremely high counterfeit barrier, because
the unique DNA sequence that identifies a tagged object can never be replicated by a
counterfeiter (Anon., 2002d). This DNA anti-counterfeit label has been applied in luxury
brand protection by wine, tobacco and pharmaceutical industries (Anon., 2002d).
Kodak is using new, high-tech, anti-counterfeiting technology to help severalNapa Valley
vineyards in the fight against wine fraud (Park, 2007). Kodak’s web site says the company’s
Traceless system, marketedas an anti-counterfeit solution to the drug industry, could be used
to protect ‘premium wines’. It uses invisible markers that can be mixed with printing inks or
paper and are detectable only with proprietary portable readers. These are leased to clients
and can’t be opened without being damaged (McCoy, 2007). Industry experts estimate the
problem could affect up to5%ofwines sold in secondary markets (Park, 2007).
12.11 Tamper-proof Packaging
Knowing whether a package has been tampered with is equally important to consumers
(Butler, 2001). The main purposes in lowering the risks of tampering are first to eliminate
tampering and secondly to locate the already tampered products on the shelf by integrated
identification (Han et al., 2005). Tamper evidence technologies that cannot easily be repli-
cated, e.g. based on optically variable films or gas sensing dyes, involvingirreversiblecolour
changes, will become more widespread and cost-effective for disposable packaging of com-
modity items (Butler, 2001). Piezoelectric polymeric materials might be incorporated into
package construction so that the package changes colour at a certain stress threshold. In
this way, a ‘self-bruising’ closure on a bottle or jar might indicate that attempts had been
made to open it. The new packaging is a natural red to light-pink colour (Butler, 2001).
When punctured, light and air react with the packaging in a process called photochemical
oxidation, which forms a type of bruising (Anon., 2002e). This is a form of smart packaging
that indicates when the integrity of the barrier has been breached. This breach could be from
a malicious tamperer, an insect or an inadvertent rupture of the package by poor handling.
Packaging protection is an increasingly important part of packaging design. Consumers
are now far more aware of product safety and they want to ensure that the packaged bev-
erage they are consuming is as safe as possible (Anon., 2002e). Additionally, aluminium
and plastic closures can help customers identify if the package has been opened. The tam-
per proof band will split when the package is opened, which provides tamper evidence
to the consumers (Han et al., 2005). Risks include what the industry terms malicious and
non-malicious tampering. The former is an increasing threat, particularly in the light of
increasing terrorist activities and the potential for sabotage attacks on packaged beverage
products (Anon., 2002e).
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230 Smart Packaging Technologies for Fast Moving Consumer Goods
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13
Consumer Benefits and Convenience
Aspects of Smart Packaging
Paul Butler
13.1 Introduction
Up to now packaging has done an excellent job in preventing waste and getting products
to customers in good condition, but we live in a rapidly changing world where yester-
day’s status quo is no longer good enough. The consumer/package interface has remained
unchanged for decades. At the retail store or supermarket, a sea of coloured noise greets
shoppers – row upon row of near identical products that fail to engage the senses, lift
the spirits, educate, inspire or entertain. Desperation appears to be the major driver in to-
day’s new product/package introductions. The strategy of just throwing new products at
consumers needs to change, and for real packaging innovation to move up marketing and
advertising budgets in terms of importance. Smart packaging can be considered as a natural
progression in package innovation for many consumer products. After all, competition for
shelf space has never been more intense, and the competition arena is increasingly moving
from media to the point-of-purchase, making packaging more important than ever before.
In the home, consumer’s expectations and other social factors are pressurising packaging
as in other products to improve and support rather than impede the way we choose or have
to live our lives. A 2004 UK poll of 2000 Yours magazine readers found that 99 % thought
packaging had become harder to open in the past ten years. In fact, 71 % of readers of the
magazine, aimed at the over-50s, said that they had been injured as they struggled to open
food packaging, and 97 % thought there was just ‘too much excess packaging’. Against
these new standards, present day consumers have much to be unhappy about in current
packaging once they get it home. Consumer smart packaging has the potential to meet
Smart Packaging Technologies for Fast Moving Consumer Goods Edited by Joseph Kerry and Paul Butler
© 2008 John Wiley & Sons, Ltd. ISBN: 978-0-470-02802-5
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234 Smart Packaging Technologies for Fast Moving Consumer Goods
at least some of these future aspirations in improved packaging by placing the packaging
user interface and consumer experience at the heart of both product purchase and product
utility. This in turn will provide new levels of consumer convenience in areas such as
efficient and effective product use, in storage and disposal, and in bringing new forms of
useful functionality to help support consumers in their day-to-day lifestyles.
13.2 Evaluating the Consumer Value Proposition
Future packaging must offer and deliver a more compelling value proposition to consumers,
who increasingly are not particularly impressed if a product just works – this is a given.
The ‘wow’ factor will be as important in commodity packaging as it is in determining why
people buy a certain brand of car. Consumer benefits driving a smart packaging development
must be clearly communicated but those that are promoted as having consumer benefits but
in reality are thinly disguised supply chain management improvements will likely struggle
to gain acceptance.
For smart packaging targeted at the consumer, the consumer benefits need to be
paramount for a successful new consumer product introduction. A common pitfall when
new technology is to be introduced, in packaging just as in other sectors, is to revel in the
bells and whistles of a new technology without considering what are the important factors
to consumers at each stage of a product’s lifecycle. This was the starting point for a useful
methodology for evaluating the benefits of products and services, developed by Lim and
Mauborgne (2000), based on identifying where and how the new product or service will
affect consumers, and displaying the results as a matrix of utility versus the various stages
of buyer experience. A product or service could offer improved convenience simply by
being easy to obtain or use, or improve customer productivity by helping them to achieve
things faster, better, or in different ways.
Purchase, use and disposal are generally the most important stages for packaging, so
by placing a new smart packaging concept in one of these spaces, innovators can clearly
see how a new idea creates a different utility proposition from existing products. Smart
packaging can significantly extend the scope of buyer experience, and can move a product
from being solely convenient to buy to new levels of interactivity with the consumer during
use and disposal, as the examples in Figure 13.1 illustrate.
Convenience in use for consumers is a major space in which smart packaging innovations
can be developed.There is a growing societal demand for packaging that revolves around the
need for more and more convenience, and the search by consumers for packaging/product
offerings that save the consumer time. A discussion of current successful examples and
future possibilities will be the focus for the rest of this chapter.
13.3 Improving Convenience in Product Use
When consumers find a highly functional packaging of a popular branded product in a
new packaging system that answers their needs for convenience, portability, easy opening,
etc., their reaction tends to be ‘Why didn’t they think of that before?’ This is the power of
consumer smart packaging where the design and function of the package is ‘smart’.
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Consumer Benefits and Convenience Aspects 235
purchase
delivery
use
supplements
maintenance
disposal
Six Utility Levels
fun & image
Figure 13.1 Successful innovation in smart packaging should focus on providing real con-
sumer benefits at points of purchase, use and disposal. These enhanced experiences can be
understood and evaluated using a buyer utility/experience map. Source: based on Lim and
Mauborgne (2000).
Containers for paint have for years been in metal, requiring a screwdriver to open and
a hammer to close. However, the day of the screwdriver-needed-to-open metal paint can
is finally coming to an end and consumer needs being recognised by this form of smart
packaging. The design and function of Dutch Boy’s ‘Twist and Pour’ spouted paint container
started with a societal data gathering exercise that showed that women account for 75 % of
paint purchases. This led to a plastic container having an easy to operate twist-off top and
a pour-spout to minimise the paint spillage that commonly occurs with round metal paint
cans. In addition, the container’s square shape with rounded corners answered challenges
in distribution and presented merchandising opportunities in pallet displays. The square
shape and integrated handle made the cans easier to carry, display and stack. Through
smart structural design, the brand identified several unmet consumer needs in this sector.
As part of this paint can movement to put the consumer first, Dulux have invented
Easycan™, a revolutionary can design that is designed to make painting wood and metal
easier, cleaner and more enjoyable because of the design of the lightweight plastic container.
The important feature is that it is shaped to fit the hand, making it easy and comfortable
to hold while painting (Figure 13.2). The screw top is easy to open and close without the
use of screwdrivers, and the design of the rim of the container offers a safe place to rest
the brush when a free hand is needed. It also eliminates unwanted drips down the side of
the can by ensuring that excess paint goes back in the container.
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236 Smart Packaging Technologies for Fast Moving Consumer Goods
Figure 13.2 The Dulux plastic Easycan™ puts the consumer needs first. It is shaped to fit
the hand whilst painting, has an easy-to-open screw top lid and a rim on which to rest the
brush.
The second example is from the international drinks industry – Sheridan’s Perfect Pour.
Sheridan’s is a two component drink where a white vanilla creme liqueur is floated on the
surface of a dark coffee-chocolate liqueur, resulting in a drink similar in appearance to an
Irish coffee, developed by IDV (Grand Metropolitan), now Diageo. The original packaging
system consisted of two separate but joined bottles with separate screw cap closures that
gave consumers problems in pouring the correct ratio of white and dark liqueurs and in
floating the white liqueur over the black.
A smart closure system was required that removedthese problems, and this was developed
for IDV by PA Consulting Group. The first phase of PA’s design work established the
feasibility of dispensing both liquids simultaneously, in the proportion required, in two
separate layers. The viscous qualities of both fluids were considered, and also the control of
the return air flow. Finally, the closure mechanism had to fit on to two joined bottles and meet
the usual consumer requirements for liquid-tight sealing and ease of use. The Sheridan’s
Perfect Pour unit was introduced on time to a worldwide market (see Figure 13.3), enabling
IDV to build a substantial new drinks sector and brand around the novel smart closure
concept.
The third example can be found in the dispensing of sauces, dressings and ketchups
from squeezy plastic containers, where problems arise because of the tendency for product
to collect around the orifice and build up as an unsightly crust after repeated use, and
for certain products such as ketchup and mustard to initially dispense a small quantity of
watery material (serum) that collects on the surface of the product. Smart closure packaging
designs have been applied to solve these problems and put an end to messy sauce bottle
tops (see Figure 13.4).
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Consumer Benefits and Convenience Aspects 237
Figure 13.3 The smart closure on Sheridan’s coffee layered liqueur allows controlled dis-
pensing of both components to create the perfect drink.
What is required is a self-sealing valve that opens forward under the positive pressure
of the squeeze and yet pulls back and self-seals when the pressure is released, cutting off
the product flow. Inspiration can be found in the one-way flap valves that control blood
flow through the human body in the design of a closure containing a silicone valve with a
crosscut orifice. A quick squeeze of the package opens the valve and dispenses the product.
Figure 13.4 An end to crusty sauce bottle tops with the smart closure that self-seals even
when used inverted.