Lipton2 Web With advancements in technology such QR codes, AI, and the metaverse, the line between the physical and digital worlds is becoming less distinct, resulting in more integrated, or “phygital,” experiences. In the brand world, smart packaging is the vehicle for these experiences, offering CPGs unprecedented opportunities for consumer engagement, data collection, and supply chain transparency. However, there are still technological and behavioral challenges to overcome before smart packaging can reach its full potential. A prime example of this is the journey Lipton Tea & Infusions has embarked upon with its tea packaging, a journey that was shared with attendees at the AIPIA & AWA Smart Packaging World Congress, held in Amsterdam in late 2024. As Alix Courdier, global head of marketing, technology, and data for Lipton Tea & Infusions, explained, Lipton has some tough challenges to tackle around its product offerings, the most pressing of which is a negative consumer perception. “In a few markets, Lipton is seen as a bad quality product,” he told the audience. “We see this as unfair. We apply the highest standards to our whole supply chain, and we want to make this visible to our consumers.” Read this related article, “Digital […]
K&X Design and Investment Technology, LLC
Invest The Invisible Impact
K&X Design and Investment Technology, LLC
Invest The Invisible Impact
