Product digitisation company Digimarc and digital printing and digital packaging business Sealed Air have partnered to bring product digitisation to markets like food proteins, eCommerce fulfillment, industrials, and consumer goods at scale through smart packaging.
The announcement follows on the heels of April’s launch of prismiq, Sealed Air’s digital packaging brand with a portfolio of solutions for design services, digital printing, and smart packaging.
Combining prismiq with Digimarc’s product digitisation platform aims to provide the industry with a complete end-to-end smart packaging solution.
Digimarc global head of digital printing and packaging Curt Schacker said product digitisation allows brands to maximise the value of every package to deliver on consumer demands for authenticity, sustainability, and personalised consumer experiences.
It also drives operational improvements by illuminating a product’s supply chain journey.
“Brand owners understand that physical products are powerful, direct-to-consumer channels of communication. Digimarc’s new joint offering with Sealed Air makes the brand-consumer connection easier than ever,” Schacker said.
“Smart packaging also allows for smart supply chains, enabling operational efficiencies not available with the status quo. We chose to partner with Sealed Air because of the leadership the company demonstrates in printing variable, serialised flexible packaging at mass scale, a cornerstone of any smart packaging initiative.
“The work we are doing with Sealed Air enables consumers to confirm product authenticity, access product origin and provenance information, and verify critical sustainability information that today’s consumers crave in the quest for brand integrity and circularity.”
Sealed Air vice-president of digital business development Carrie Giaimo said smart packaging allows every product to be ‘born digital’ at the time of manufacture.
She added that by giving every product item a unique digital identity in the product cloud, brands can realise the benefits of product digitisation, such as ensuring a product’s authenticity, improving a product’s circularity, powering a smarter supply chain, and opening an owned-media channel for direct-to-consumer engagement and the delivery of contextualised experiences.
At the same time, brands receive invaluable, real-time data intelligence to drive future sales, marketing, and other key business strategies.
“By combining Digimarc’s leading product digitisation platform and watermarking technology with our new digital printing and packaging solution, prismiq, and our proven packaging expertise, we are expediting our digital packaging efforts to deliver a complete, end-to-end solution for brands and consumers,” Giaimo mentioned.