Source: Beiersdorf
Nivea uses packaging as a media platform
Thomas Reiner | 29.10.2020
Packaging is repositioning itself as a powerful and wide-reaching advertising platform. It combines an attractive, haptic experience in the real world with the endless possibilities of the digital world. It provides an enormous reach and high impact at comparatively low cost. Internet of Packaging (IoP) is the motor and will increasingly play a key roll in this transformation.
Beiersdorf is breaking new ground in addressing consumers. An innovative product package for the Nivea brand enables customers to scan the packaging with Google Lens*. Added value includes application tips and interactive entertainment. Beiersdorf cleverly exploits the potential of packaging as a media platform and takes the brand experience to a new level. The packaging positions itself innovatively as a high-impact and wide-reaching advertising platform. Internet of Packaging is taking shape.
For a special edition of the Nivea Men “Active Energy Wake-Up Instant Effect Gel” Beiersdorf developed an innovative product package in cooperation with Google. After a scan of the package with Google Lens, the package offers application tips, product information and an interactive encounter with the actor and Grimme Prize winner Edin Hasanović. Beiersdorf and Google have developed a total of three different “Lens Experiences”.
Beiersdorf takes the brand experience for its Nivea product to a new level. The product package offers added value for the consumer and is also intended to open up new opportunities for retailers.
The cornerstone and facilitator of the new brand experience is the packaging. As a media platform, it combines an attractive, haptic experience in the real world with the endless possibilities of the digital world. It provides an enormous reach and a lot of impact at comparatively low cost. With these advantages, the packaging positions itself confidently and innovatively as an advertising platform alongside social media and traditional advertising.
Beiersdorf has recognized the new possibilities of packaging and is testing its approach with the special edition for everyday potential. Regardless of the outcome, the potential of packaging as a media platform will prevail.
What it will create is an Internet of Packaging (IoP) that will not only take the brand experience to a new level, but will also be the answer in terms of consumer loyalty and activation and in the area of Big Data.
* Google Lens is an image recognition technology that integrates as standard in Android camera apps and is available to iOS users through the Google app.
