Luxembourg-based Ardagh Group has partnered with Dutch watermark solutions company Filigrade to offer interactive print on its metal packaging products.

As part of the new development, the company will embed an invisible watermark code into print-ready artwork, or onto a specific area or the entire print design of the product’s packaging.

Using the interactive print technology, customers will be able to obtain information about the product by scanning the code with a smartphone or tablet.

"With this feature, we have unique access to a system that responds in a very cost-effective fashion to the way consumers now want to shop."

The product information may include promotions and special offers, as well as links to marketing campaigns, events and special occasions.

Ardagh metal division marketing manager Martin de Olde said: "With this feature, we have unique access to a system that responds in a very cost-effective fashion to the way consumers now want to shop. The benefits are endless, and could add considerable value to much of the packaging that we supply.

"It brings the digital age to packaging, adding new features to the direct attention of the consumer, and making life much harder for counterfeiters."

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Ardagh presented the smart interactive print technology at the recent Aerosol & Dispensing Forum for packaging materials in Paris, France, where visitors could scan demonstration aerosols with the embedded code using a tailor made exhibition demo app.

The company also launched a new tapping system for its 3.1l and 5l metal party kegs, together with partner and Oberhofer-owned KMT.

The impermeable metal kegs provide a barrier against light, gas and oxygen. These kegs are unbreakable and impact-resistant to keep its content safe.

Image: Ardagh brings digital features to its metal packaging. Photo: courtesy of Ardagh Group.