Unilever’s Cif Brand is utilising AR on ecorefill; a new innovation in the home cleaning category, allowing consumers to reuse their spray bottles. AR is used to demonstrate how to activate the ecorefill via a connected pack experience whilst also highlighting how to fully recycle the packaging and reuse the bottle for life. Other ‘exciting’ features are also available from the scan.
Using its packaging as an always-on media channel, impacting its customers at the point of use seems, “an obvious win for us - with AR ensuring the content we provide is relevant, and highly engaging,” says James Adkin, senior global brand manager, Unilever.
Adkin outlined five key contexts/use cases for on-pack AR: to convey transparency and sustainability/recycling messaging; story-telling; ‘How-to’ demonstrations; promotions and games; and social sharing activities i.e. face filters.