Brasil Pack Trends 2020

158 / 231

BrasilPackTrends2020 158
quality and new technologies
FIGURE 6.23
CoolVu Active Barcode and
CoolVu RF technologies
Source: Press Release
In the field of traceability, communication and
interactivity, although the printed electronics is more
promising, there are other simpler options, such as the
bidimensional codes, for example the Quick Response
Code – QR Code and the Data Matrix, capable of
containing much more data than the unidimensional
codes. They are called mobile codes (Picture 6.24).
They can carry various information interesting to
retailers and consumers, being able to be updated even
after production without messing up the printing on the
package. It has been revealed as a tool to aggregate
new experiences to the product consumption and brings
consumer and manufacturer closer to each other.
The QR Code allows interconnecting real world
objects with information and services available on
internet. That bidimensional code can be read by most of
the smartphones equipped with a camera, since they have
a software for QR Codes reading. The app allows the user
to take a picture of the QR Code printed on the package, or
even point the camera at it and get the URL to access the
information and services indexed by the code.
The Campo Largo winery, in Brazil, uses the
QR Code to interact with the consumer (Figure 6.24),
allowing the visualization of further information, in
digital format, at the supermarket shelf , about the
company, the products line, beverage harmonization
recipes and videos about the wine production.
The American company Great Day Farms uses
the QR Code on their eggs packages (Figure 6.25). The
code allows basic information about the product, such
as origin, name and location of the package plant, date
and time of the eggs collection and even further data
such as general information about eggs, safety tips and
the company quality standards.
FIGURE 6.24
Bidimensional codification
technologies: DataMatrix
and QR Code
Source: Press Release
FIGURE 6.25
QR Code for interactivity
with the consumer
Source: Press Release