Chesapeake unveils 3T Touch Transfer Technology interactive packaging concept

24 February 2014

Chesapeake will be demonstrating its "ground-breaking" 3T, Touch Transfer Technology, at the Packaging Innovations exhibition at Birmingham NEC in the UK from 26-27 February 2014.

According to the company, 3T allows packaging, and therefore the brand, to interact directly with smart devices, with the pack being used to activate the technology, thereby engaging the consumer and providing a way to interact that is easy and intuitive.

Carol Hammond, head of R&D at Chesapeake, says: "I plan to take visitors on a trip into the near future, where we will interact with packaging in a very different way to now.

"It will talk to us, provide us with information on its storage, send reminders and tell us when it is the best time to use the product."
Hammond says the drivers for developing unique consumer experiences are very strong and: "In most cases, the technology to deliver these changes is already here or just around the corner."

Chesapeake will apply printed conductive tracks to a product's packaging, which is then accessed by the consumer using a bespoke phone app.

Chesapeake's 3T, for example, allows the consumer to use touch-screen devices, such as a smartphone or tablet, with the packaging to gain access to customised information, simulations or even augmented reality, with the pack potentially containing several activation codes.

The person activates the technology through touch to complete the circuit, which requires no additional battery or other power source.

Hammond adds: "Touch Transfer Technology offers brands the ability to interact with a consumer in a relatively cost intuitive way.
"The applications of this technology are endless and range from marketing activities such as product promotions to directing a consumer to a website to listen to a pre-recorded message."

The company is already working on ways to integrate the printed electronics into a pack so it can be activated by a 3T enabled device, she says.

Chesapeake will apply 3T to a product's pack, to offer the consumer a complete variety of experiences: accessing information, visual or audible instructions, coupons, directions, gaming or even the ability to have 'out-of-this-world' experiences based on technologies such as augmented reality.

All can be accessed simply by touching different parts of the pack onto a smart device.

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