WestRock extends Connected packaging suite with A+Be partnership

10 September 2018

WestRock Company, a leading provider of differentiated paper and packaging solutions, has extended its Connected Packaging suite through a strategic partnership between its Multi-Packaging Solutions business and A+Be, a spin-off technology business of the Stevanato Group.

Without changing existing packaging or artwork, A+Be’s technology allows consumers to interact with a brand by simply scanning an activated product using a mobile device. The technology immediately recognises the products’ shape or branding and connects the consumer to an extended range of profiled digital content. This can include instructions, videos, weblinks and an extended online user community: ‘Packaging-as-a-media Channel’.

A+Be focuses on distinct user communities and uses behavioural analytics to offer consumer support and a range of targeted complementary products and services. Once a user engages with the product, they are directly connected to the appropriate content creating a two-way interactive communications channel. The A+Be app is readily available from app stores and the user simply accepts the use of the device’s camera and localisation setting.

“A+Be offers our customers a cutting-edge technology that can transform how their products link with the consumer without making any physical changes,” said Malcolm Farnan, senior vice president of sales & marketing for WestRock’s Multi-Packaging Solutions business.

The technology allows it to highlight complementary products and services to consumers. Working with brand-owners, A+Be can develop a product activation platform that can be extended into a network of non-competing products utilising targeted advertising space.

“At Stevanato Group we’ve been investing in R&D and innovative products, such as A+Be, that support healthcare companies communicate with the patient, consequently improving their adherence to medication regimes,” said Franco Stevanato.  “By joining forces with WestRock and combining our high-quality solutions and global reach, we can further expand A+Be’s potential.”

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