The aim is to appeal in particular to Gen Z consumers and to strengthen brand loyalty via a differentiated reward program that runs until September 2021.
Since May, the closure caps of the Nestlé Milo Teen Protein drinks, in SIG's combismile carton packs, have included unique QR codes that can be easily scanned and serve as reward points to be redeemed online via the Vietnamese messaging application Zalo, which is in the top 3 of Gen Z’s most-used apps.
SIG’s “One Cap, One Code” solution for SIG’s closure combiGo enables customers to apply QR codes not only visible on the package, but also hidden on the inside of the closure. This ensures the QR code can only be scanned after the product has been purchased and opened by the consumer.
Vietnam has made a rapid digital transformation in socio-economic development and leads the world ranking with the largest number of internet users. According to statistics, in January 2021 around 73.7% of the total Vietnamese population was active on social media channels.
SIG said it is helping brands engage with consumers and to integrate transparency into the whole value chain. IoT and smart packaging innovations are opening new possibilities for tracking and interaction, and SIG’s digital marketing solutions allow every product to act as a data-driven information and media source. SIG's QR code closure solution was first launched in China in 2020.
Tuan Pham, brand manager Milo & Milk at Nestlé Vietnam, said, "This new and dynamic digital solution from SIG creates unique, exciting experiences that appeal especially to teenagers. We can already see that this target group is buying more to collect points and get rewards."
Binh Hoang, country manager Vietnam at SIG, said, "We work closely with our customers and tech partners to ensure that our innovations can be used at the right time and are the best solutions on the market.
“Our team in Vietnam is a key strategic partner for our customers to help them develop and implement digital marketing strategies. We leverage our innovative packaging solutions and the experience of our digital technology partners to create perfect solutions."