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Constantia Flexibles and Wikitude Partner to Use AR Into Packaging

Constantia Flexibles has partnered with Wikitude, an independent augmented reality technology provider, to create Constantia Interactive, a platform for incorporating digital information into packaging. Conscious buyers want to know more about products, but there is usually not enough space for extra information on a drink or medication package.

“According to our survey, 69 percent would rather choose a product for which they can call up useful additional information with their smartphone,” says Constantia Flexibles CEO Alexander Baumgartner. “Our answer is ‘Constantia Interactive’. As soon as the smartphone camera detects the innovative product packaging, additional information about ingredients, instructions for use or interactive marketing campaigns appear.”

Because packaging comes in different shapes and sizes, it’s important to have a reliable mobile app that can recognize them all. Augmented reality apps based on Wikitude can do that whether the user has an Android, iOS or Windows device.

“Google search revolutionized the web 20 years ago,” says Wikitude CEO Martin Herdina. “Likewise, augmented reality will fundamentally change the way we consume information. The strategic collaboration with Constantia Flexibles is another important step in that direction. When customers unite product discovery with such apps on their everyday shopping, augmented reality will soon be the norm to every consumer.”

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