Our client, PepsiCo, has an open innovation challenge seeking new methods to delight and engage consumers with regard to promotional activity using existing packaging components such as bottles, labels and closures.
Currently, PepsiCo connects with consumers in a variety of ways, such as advertising and social media. On a more personal, individualized level, PepsiCo can also connect with consumers via QR codes on labels or via unique codes added to the underside of a cap. Driven by the unique coding, these under-the-cap (UTC) codes can provide access to product or promotional information or can provide entry into a contest. Once redeemed, unique codes will need to be prohibited from further redemption.
PepsiCo is seeking:
- Systems or technologies that can deliver a more positive consumer experience by ensuring greater visibility and legibility to unique UTC codes
- Alternatives to the traditional UTC codes by leveraging bottles, labels or closure technologies that still require consumer purchase of the product prior to accessing the unique identifier.
