Dive Brief:
- Members attending the Active & Intelligent Packaging Providers Association Congress 2017 this week have an opportunity to pitch packaging concepts to PepsiCo, according to an association press release. The food giant is seeking ideas on how it can incorporate “active and intelligent” packaging across its portfolio of 22 brands.
- Presenters are encouraged to consider the following factors: consumer engagement and interaction; active packaging — such as gas scavenging and antimicrobial solutions — to extend shelf life; interaction with smartphones; and increased package functionality.
- “PepsiCo is pushing the door wide open for active and intelligent packaging developers to come up with exciting ideas on a truly brand-wide scale,” the association’s executive director, Eef de Ferrante, said in the statement.
Dive Insight:
Packaging serves two primary purposes: to contain and protect food and beverage, and to catch a consumer’s eye on the shelf. But when manufacturers add interactivity and functionality — particularly in the form of convenience — to their product packaging, it can inherently add value for the consumer because they see the final product as “premium.”
Premium packaging, if executed and positioned correctly should enable manufacturers to command a higher price point, potentially boosting a brand’s top-line performance. According to Deloitte’s 2015 American Pantry Study, today’s consumers are willing to pay more for products with the right attributes — including innovations and improvements, customization and convenience.
Snacks, candy and gum producers, for example, have debuted various convenience-based packaging innovations — such as resealable pouches, mini packets and car cup holder-sized packages — contributing to a premium perception. Other manufacturers have applied unusual printing techniques, real and imitation texture in package designs, conceptual illustrations and interactive packaging.
Product packaging plays a critical role in food safety and shelf-life extension, too. Food and beverage manufacturers consider everything from high-pressure processing technology and non-thermal packaging to electron beam sterilization and heat-sensing UPC codes. Nanotechnology and smart technology are some of the biggest areas of packaging innovation. The integration of digital items, such as sensors and smart connected packaging, have potential for automatic reordering and digital content delivery.
Renewable packaging is another consideration. Eye-catching, eco-friendly packaging can also be an opportunity for companies to develop distinct branding that sets them apart from their competitors on the shelf, as well as capture consumers across demographics. According to Nielsen, 63% of consumers say renewable packaging is a key driver in purchase decisions. Sustainability is a key agenda item for PepsiCo as well.
Innovation and premium packaging isn't new territory for PepsiCo. Recall Tostitos “breathalyzer bag” for Super Bowl season last year, which combined high-tech packaging with a safety-related function: keeping intoxicated drivers off the roads. The food and beverage giant’s PepsiMojis campaign used a fun and innovative digital marketing twist to target younger demographics.
PepsiCo's Gatorade is developing what it calls a first-of-its-kind hydration tracking and personalized sports fuel delivery system featuring formula-specific Gatorade pods and a squeeze bottle with Bluetooth tracking cap, along with a mobile hydration app. On the renewability front, PepsiCo is developing biodegradable bottles made from ingredients like mushrooms and seaweed.
Now, in collaboration with AIPIA, PepsiCo is now looking to push the boundaries even further. For those coming up with a winning idea, it not only means an opportunity to work with a multinational consumer brand, but potentially showcase a groundbreaking packaging idea worldwide.