Smart Packaging

Aug 16, 2021

QR codes in closure caps helps to engage with Gen Z consumers

Nestlé is the first company in Vietnam to opt for SIG’s QR code closure solution “One Cap, One Code”. The aim is to appeal in particular to Gen Z consumers and to strengthen their brand loyalty via a differentiated reward programme.
By:
Elisabeth Skoda

Since May, the closure caps of the Nestlé Milo Teen Protein drinks, in SIG's combismile carton packs, have included unique QR codes that can be 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 visible on the package, and also hidden on the inside of the closure. This ensures that the QR code can only be scanned after the product has been purchased and opened by the consumer.

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 to engage with consumers and to also integrate complete transparency into the whole value chain. IoT and smart packaging innovations are opening up new possibilities for both tracking and interaction, and 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.

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 sets out to help Nestlé build a competitive innovation and differentiation portfolio that will increase customer engagement, brand perception and brand 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 6am and 10am. 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."

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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