Unique LED packaging solutions come to market

A unique LED smart packaging solution - which can be applied to bottles, cartons and other forms of packaging - has arrived on the global market after four years of development and testing.

It's set to revolutionise the global packaging market and provide powerful new marketing and promotional opportunities.

The first commercial application for the new technology is now being used by Ursus Breweries in Romania to help reposition Ursus beer as a premium brand.

The LightPad (patents pending) range from Cognifex allow the contents of glass and plastic bottles and other types of containers and packaging to be illuminated via tiny electronic illumination devices attached to the outside of the packaging, for example in the recess of a standard 33cl/12oz beer bottle base.

The illumination effects can be in many colours, made time variable and activated in a variety of ways.

The technology will enable brands to differentiate themselves from competitive offerings and to attract and interact with consumers in new and exciting ways.

"The possibilities are myriad", said Cognifex CEO Bryn Griffiths.

"For example the illumination of a beer bottle can be triggered manually by bar staff or waiters by removing a pull tab from the LightPad.

"Alternatively, the illumination can be triggered when the bottle reaches a desired temperature in a chiller cabinet, or when movement is detected, for example when a bartender picks up a bottle of vodka to mix a cocktail.

"The devices can be triggered by sound, allowing synchronised flashing of bottles to the beat of the music in a night club, and changes in ambient light levels can also be used as a trigger, so bottles can illuminate when say a cupboard door is opened, or when a bottle of beer is removed from a multipack.

"We have some even more exciting developments we are about to bring to market, including illuminated electronic labels, plus a wireless technology solution that would enable for example, fast-food packs to illuminate automatically in a defined geographic area or number of locations at a pre-determined time.

"The opportunities at say, sporting events or rock concerts, are endless.

"Similarly products on supermarket shelves could illuminate at a pre-determined time for a specific promotion or occasion".

The on-trade launch of the new green embossed Ursus 330ml twist-off beer bottle is being reinforced by a series of parties in night clubs and bars across Romania that feature LightPad-empowered Ursus beer bottles.

The illumination effects are activated by bar staff as the bottles are handed over to customers.

The special bottles are deployed to add to the party atmosphere by pulsating with a cool green glow in the darkness of the party venues, grabbing party-goers attention and encouraging drinkers to try the beer.

The campaign is supported by a national TV advertising campaign that features the glowing bottles.

Consumers have reacted very positively to the promotion, describing the Ursus brand as innovative, fun and entertaining.

Cezar Dumitru, Senior Brand Manager Ursus, said: "The design of the new bottle supports the brand image and communicates the high quality standard of the Ursus beer.

"The new visual elements, as well as the modern LightPads used to emphasise them, reflects our continuous wish to evolve and adapt to the premium market worldwide.

"The combination shows high class, style and originality of both the innovative device and new bottle".

Griffiths continued: "We have been very careful every step of the way to engage with marketers and production experts within a range of industries as well as to understand consumer behaviour and reaction to the technology.

"We are confident that we are now ready to go to market in a major way and the Ursus launch will be watched very closely by marketers everywhere.

"Brands are finding it increasingly difficult to engage in dialogue with consumers and this provides major new opportunities at POS to really make product stand out in a fun and sophisticated way".

The Cognifex range is extremely flexible and can be customised to just about any requirement.

It can be easily applied manually on production lines or on-premise to standard packaging allowing for small-scale trial or very selective use in specific geographic areas.

Large-scale application using automated production methods is equally possible.

Cognifex has created a powerful new marketing and promotional platform for the packaging industry with a patented range of electronic smart packaging solutions designed to illuminate packaging, its contents and selected parts of packaging, for example, labels and logos.

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