Internet of Packaging: Beer brand Madrí Excepcional relies on QR code and launches platform
by Thomas Reiner
Molson Coors Beverage Company is one of the largest brewing groups in the world. As part of a campaign for its “Mediterranean lager” Madrí Excepcional in the UK, the packaging has now been equipped with QR codes that lead to a special “Conectada” platform. There, consumers expect added value. In the Covid years, solutions from the Internet of Packaging (IoP) sector have somewhat fallen out of focus. Yet there is huge potential here for activating and retaining consumers. The 3 Cs are crucial for success: content, call-to-action and context.