Want to engage consumers on a new multi-media level? A new carton design from Rondo-Pak not only can be printed with a digital watermark to connect smartphone-toting consumers to web-enabled content, it can play a high-definition video with sound—melding print and digital content for powerful point-of-purchase or point-of-use messaging.

Suitable for a variety of markets, such as pharmaceuticals and personal care products, the multi-media carton seamlessly integrates a thin, lightweight, high-definition video screen into a standard or custom carton. In a press release, the company touts, “Designed not only to gain consumers’ attention but also to hold it, Rondo-Pak’s multi-media cartons are seen as ideal solutions for product launches, patient education kits, physician training kits, clinical trials and sales demonstrations.”

The video can contain instructions for use, additional product information or answers to frequently asked questions (FAQs). It can even provide this data in other languages.

The digital watermark can provide anti-counterfeiting for prescription pharmaceutical applications by acting as a supply chain authentication feature. Or it could be used to track patient adherence and compliance online. For personal care products, such as cosmetics, the watermark could provide application instructions or other user self-help tools.

Victor Dixon, president/COO of Rondo-Pak, gives Packaging Digest more details about this development:

What is the resolution of the video screen?

Dixon: We can provide a variety of different resolutions but current base video module is 480x272 pixels, which provides good, crisp video reproduction at this size.

What is the size of the screen?

Dixon: Actual dimensions are 120 x 108 x 9 millimeters (4.72 x 4.25 x 0.35 inches in width, height and thickness). This can be customized depending on each application.

What is the maximum length of a video?

Dixon: Currently, it has a 256 megabytes (MB) memory capacity for a maximum file size of 158 MB, which is about a 12-minute video. But it can go up to 2 gigabytes (GB) for up to 1.5 hours video length.

How many times can the video be played before running out of power?

Dixon: Battery life is about 80 to 90 minutes after the battery is fully charged.

Can the HD video screen and any other electronics be removed so the carton can be recycled?

Dixon: Yes, the carton can be designed to easily allow the removal of the electronics for disposal. All electronic parts are compliant with the RoHS (Restriction of Hazardous Substances) directive, indicating they are free of lead, arsenic and other hazardous materials.

What is a web-enabled digital watermark?  

Dixon: It is a digital watermark that is embedded into the graphic image on the printed carton that enables a consumer to scan with a smartphone to connect directly to web-based digital collateral. It acts similar to a QR [quick response] code except that it doesn't take up real estate or detract from the brand or package graphics since it's imperceptibly embedded. It basically makes the package completely interactive.

What carton style(s) are these features available on?

Dixon: Most standard carton designs can accommodate these features if designed with the features in mind.

How much weight does the video screen add to the carton?

Dixon: The current base model video module weighs 3.0688 oz. But thinner, smaller and lighter weight versions can weigh as little as 1 to 1.5 oz.

Why keep this feature on the inside of the carton? Why not on the outside?

Dixon: We can configure the video screen to face inwards or outwards. It is a function of the design of the carton and the contents—and the message the brand owner wants to convey.

Can the video be paused? If so, how?

Dixon: It can be paused by pressing the stop/play button. There are also options for multiple different control configurations, including fast-forward (FF) and reverse (RR). The video screens can be made even more interactive by utilizing touchscreen technology.