A Sun Chemical partnership for conductive inks creates smart packaging that opens up new opportunities to create a “tailored consumer experience” through packaging.
One result of T+Sun, a partnership between Sun Chemical and T+Ink, is Touchcode, an embedded code. When touched to a smart device, Touchcode activates a range of options, including security and web interaction. It also collects “unprecedented” data analytics about users’ purchasing habits.
“Brand owners and converters are increasingly inquiring about printed electronics on packaging,” says Roy Bjorlin, global commercial director, electronic materials, Sun Chemical. “Touchcode is a great first step to engaging an interaction with consumers. We’re offering more than just conductive inks; we’re able to give brand owners a chance to interact with consumers in a way that has never been done before.”
Bjorlin responds to Packaging Digest’s questions about Touchcode in this Q&A.
How does TouchCode work?
Bjorlin: TouchCode can do many things. It can enhance the consumer’s experience with information, links to promotional programs as well as security.
The marvel of TouchCode is how it instantly and seamlessly transitions a brand’s physical product into a digital media platform. A consumer is no longer just purchasing a product, but a tailored experience.
TouchCode enhances and encourages the consumer’s incentive to purchase through a menu of interactive programs, supplying the consumer with everything from detailed product information, links to promotional programs, as well as the security of knowing the product they are purchasing is direct from the brand manufacturer. What it provides for the brand are never-before collectable data analytics on consumer purchasing habits that supplies the brand with invaluable and unprecedented sales assets.
Sun Chemical’s extensive R&D commitment to TouchCode materials development and the expansive exposure to the range of converters and brand owners with whom Sun Chemical is partnered have advanced the development of a fully printable code which in turn has dramatically expanded the range of applications for TouchCode.
How is it applied to packaging, directly or via a label?
Bjorlin: TouchCode can be directly printed onto packaging. It represents a very significant bridge between print and digital in the packaging and label space. Touch Code is very suitable for label manufacturing as well. In fact, we believe TouchCode will significantly advance the range of applications for “Smart Labels.”
Any particular challenges to brand owner buy-in?
Bjorlin: There aren’t really any hurdles, but the roll out and messaging is something we are paying close attention to. TouchCode is a relatively simple technology to present, however, the potential it represents in terms of what it can do to enhance the brand requires a collaborative discussion from ideation to implementation.
What level of interest are you seeing?
Bjorlin: Our converter and brand owner partners are very enthusiastic about TouchCode and its possibilities.
About Sun Chemical
Sun Chemical, a member of the DIC group, is the world's largest producer of printing inks and pigments and a leading provider of materials to packaging, publication, coatings, plastics, cosmetics, and other industrial markets. With annual sales of more than $3.5 billion, Sun Chemical has over 8,000 employees supporting customers around the world.
Sun Chemical Corporation is a subsidiary of Sun Chemical Group Coöperatief U.A., the Netherlands, and is headquartered in Parsippany, New Jersey, U.S.A.