Amcor has partnered with serialisation business services provider Kezzler AS to launch a new product called MaXQ.
Backed by a cloud platform, MaXQ offers brand owners unique identification codes printed on every pack which can be used for digital consumer engagement, anti-counterfeiting, track and trace, and other activations.
The codes are generated and printed on each pack, integrating with customers’ existing packaging supply chain.
Marco Hilty, vice president of marketing and R&D for Amcor Flexibles Europe and Americas, said customers were looking for more personalised experiences, and giving each pack a unique digital identity would help address counterfeiting issues.
“MaXQ allows brand owners to print a unique, serialised code on each pack that can be read with a smartphone or sent via SMS,” he said.
“Brand owners and consumers can instantly verify whether a product is authentic or a fake. The codes can also be used for a range of consumer engagement activities such as contests, instant rewards, loyalty programs and customer feedback. Brand owners are unlimited and interactions can be tailored to the consumer. The information generated as consumers interact with the codes provides them with valuable market insights.”
Kezzler CEO and founder Magnar Loeken said MaXQ would eliminate the complexity of serialisation services. “Amcor and Kezzler provide a seamlessly integrated service that covers printing and IT operations, so brand owners can fully concentrate on their brands and their consumers instead of on logistics,” he said.
MaXQ codes, which can be expressed as QR, alphanumeric, or bar codes, are generated by Kezzler at over one billion per minute and printed by Amcor at industrial speed. The dynamic codes are activated by brand owners and can be managed using Kezzler’s technology platform.
Hilty said MaXQ provided a solution for FMCG brand owners where standard QR codes had historically fallen short.
“Standard QR codes on packaging are static and provide very little dynamic content,” he said.
“The same code is printed on millions of packs and will in most cases just take the consumer to a static webpage. MaXQ codes make each pack unique and offer the consumer relevant applications and real value that can be collected and experienced with each pack scanned. MaXQ makes every user’s experience personalised, motivating the consumer to continuously interact with the brand.”
MaXQ offers brand owners unique identification codes printed on every pack. They can be used for digital consumer engagement, anti-counterfeiting, track and trace, and other activations.
