Maximising the power of packaging

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Presented by Puneet Chadha, market development director, and Ceyhun Cokal, category manager, labels and packaging, Asia-Pacific and Japan, both from Hewlett Packard, the talk explored a number of examples of how brands are using print and technology to engage consumers.

Quoting a stat that people see “approximately 3500 brands everyday,” the session offered some ideas on how brands can stand out. One of the key case studies looked at Coca Cola’s #shareacoke campaign, which used both social media and HP’s print technology to personalise its labels.

Chadha said that brands should “challenge assumptions to create something new” and that technology and traditional print can work together to create successful marketing campaigns.

The key points from the session were:

• Personalise your brands for deeper consumer engagement.
• Technology is our friend” – harness technology to work with print. Print and social media can work together.
• "Challenge assumptions to create something new”
• Traditional print is declining, but technology can offer printed products something new and innovative.

IKEA's use of augmented reality with its catalogue was another example during the session.