Invisible digital watermark opens consumer channels

Thimm, the German-based packaging and POS specialist, has developed a display that uses an invisible code to open up new channels for communicating with customers for the launch of  a new mueslis brand. These digital watermarks in printed images are positioning Fresh Nuts with its Meray brand as one of Europe's leaders in ethnic market sales, says the company.

Hamburg-based Fresh Nuts produces and sells mixed nuts and dried fruits worldwide. Its products have been available primarily at ethnic markets for more than 40 years. Fresh Nuts launched four different Meray muesli flavour profiles, a product previously unseen on the ethnic market.

The campaign was supported by tastings at the point of sale as well as intelligent displays. The pallet displays feature a topper, base, cross bracing, divider bars and four trays. Each of the elements was produced using digital web press technology.

The intelligence portion of the display comes through the digital watermarks printed on the topper and base, which are invisible to the human eye. The codes can be read using the free LinkReader application for internet-connected iOS and Android smartphones. The first of the displays were installed at European retailers in October.

Potential customers who scan the topper or base are presented with information or advertising videos for the new muesli. This can have a decisive influence on purchasing decisions at the point of sale, it is claimed.

Daniel Kaufmann, Account Manager at Thimm, praises the intelligent display: “When combined with LinkReader, our digital printing represents an optimal symbiosis. The printing process can integrate app-based codes easily and without degrading the printed image.”

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