Switzerland-based SIG Combibloc has collaborated with augmented reality (AR) specialist Zappar to create interactive carton packaging designs.
AR refers to the computer-assisted extension of the perception of reality, where the 'real' view is supplemented in real-time by additional information layered onto a mobile device's screen.
The smart packaging by Zapper and SIG Combibloc expects to bridge the gap between physical objects and the digital world.
The technology, which provides scope for several creative marketing ideas and campaigns, can be used through Zappar App on a smartphone or tablet.
Zappar said that the first SIG Combibloc carton packs with 'zapcodes' are already available.
SIG Combibloc global product manager Ace Fung said: "Our aim is to offer our customers a solution to get closer to their end-consumer and engage with them through the brand's packaging design.
"This 'smart packaging' connects a product with the digital content and rewards consumers with relevant targeted content for taking the time to engage with a brand.
"Letting the consumer explore hidden content provides brands an excellent opportunity to improve brand awareness and strengthen brand loyalty."
A new study by Germany's Federal Ministry of Food and Agriculture has revealed that 20% of consumers already use their smartphones to find further information about food products at the point of sale.
Fung added: "Food and beverage manufacturers should look at these behavioural changes as opportunities to create engaging packaging designs with this tech that address consumer's needs in an interactive way."
Zappar and its Brazilian partner Massfar have developed various carton concepts for the local market.
Image: The smart packaging design expects to bridge gap between physical objects and the digital world in real-time. Photo: courtesy of SIG Combibloc.