Smart and Connected Packaging
In anticipation of Super Bowl LVIII, Mars
launched an innovative AR experience for its SNICKERS brand. Leveraging Apple’s AR technology, the campaign allowed fans to engage interactively with the brand, bringing the excitement of the American football field directly to consumers”
and image recognition technologies, Hershey was able to assist retailers in making data- driven decisions to enhance merchandise placement and boost sales. This approach not only improved the shopping experience but also helped consumers easily locate products in busy aisles.
In anticipation of Super Bowl LVIII, Mars launched an innovative AR experience for its SNICKERS brand. Leveraging Apple's AR technology, the campaign allowed fans to engage interactively with the brand, bringing the excitement of the American football field directly to consumers. Fans who owned an Apple Vision Pro headset could step into the virtual experience, which is tied to the brand's wider Rookie Mistake campaign. Using the headset's AR technology, fans were able to practice kicking field goals or glean wisdom on their rookie mistakes from the all- knowing football oracle, “misfortune teller” T.J. Watt of the Pittsburgh Steelers. “Fans are hungry for new AR and VR experiences. Mars is satisfying that demand through brands like SNICKERS, by bringing fan- favourite campaigns to life using the newest, most innovative tech—like the Apple Vision Pro headset—ahead of Super Bowl LVIII," says Gabrielle Wesley, CMO Mars Wrigley North America. "Mars has been a partner of the NFL for nearly two decades across our portfolio
50
of iconic brands, and through the SNICKERS Rookie Mistake AR activation, we are able to redefine audience engagement through the latest technology, while remaining authentic to our beloved brand." And finally, in May 2024, Starburst introduced the 'Different Every Time' campaign, utilising generative AI and AR to showcase the numerous ways to enjoy a 12-pack of original Starburst. The campaign featured AR lenses on Snapchat, allowing consumers to interact with the brand in novel ways, thereby enhancing engagement and brand loyalty.
“Inspired by the endless possibilities for adventure in every pack, this campaign celebrates the joy of choice and individuality in a world inundated with sameness. With the help of generative AI, we're bringing fans dynamic and ever-changing content, ensuring each experience is truly unique,” said Ro Cheng, Vice President of Marketing at Mars, in a statement.
Packaging personalisation From a design perspective, AI looks at historical wins from advertising campaigns and packaging changes and decides what works for your target audience. It can also provide insights on how to meet the sustainability goals of your packaging. And if you want to push AI to its full potential, the technology can be used to create bespoke designs, featuring personalised messaging or location-specific information. Initiatives like Eurostampa’s collaboration with Bria, the visual generative AI solution built for enterprise, and HP, the world's first digital printing company, are exploring the idea of packaging personalisation through generative AI and digital printing.
The Envelope project is an initiative where creative design challenges are met through collaborations between leading brands, technology providers, and students from top universities to push the boundaries of label design by experimenting with new and existing technologies, materials, and printing. The students challenged Bria and HP to reimagine Nutella®'s iconic label through the lens of different art movements, including Cubism, Impressionism, Pop Art, and more with the goal of making each jar a unique artistic statement. Eurostampa, renowned for its high-quality labels for wine, sparkling wine, spirits, chocolate, food and cosmetics packaging,
Kennedy’s Confection December/January 2024/25
KennedysConfection.com
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