Smart packaging offers the key stakeholders – brand owners, retailers and consumers – the opportunity to connect with each other while also gaining their own individual benefits. In particular, consumers have the ability to learn more about the brand, which helps develop brand loyalty, while also being able to authenticate the product. The brand benefits as consumers can place new orders through the app while also learning more about the company.

The  recent partnership between Identiv and OTACA Tequila, in which Identiv’s NTAG 210u NFC-enabled tags power the new smart packaging solution for OTACA, is a perfect example of this.

“Partnering with Identiv gives us a team of design experts to build out a transparent digital experience that allows us to share the story of our tequila with customers at point-of-sale and in their own home,” said Anthony Accetta, CEO and co-founder, OTACA Tequila, in announcing the collaboration. “With one tap, customers can access our tequila’s journey, learn when we’re preparing to harvest, and discover the latest plans for the brand.”

The NFC tags are printed and attached to the top of the tequila bottle. Through its blockchain partner SUKU, the consumer learns that the bottle they purchased is authentic.

Identiv has been working with OTACA on these tags this year. Amir Khoshniyati, GM and VP Transponder Business for Identiv, noted that there were a few challenges, including the size of the tag and the temperature range it could withstand.

“One of the biggest challenges was finding the proper dimensions and a tag that can withstand temperature variance as these bottles are best served chilled,” said Khoshniyati.

Khoshniyati noted that authentication and validation are benefits for OTACA Tequila, as is the ability for consumers to connect with the brand.

“The brand is able to provide the consumer with assurance, bring them closer to the OTACA story and in turn bring forward rewards/promotions that assist with more orders through the engagement of a NFC tag,” he added. “People say it is very easy to use, fits well with the bottle and is very innovative.”

Khoshniyati added that Identiv is working on a number of smart packaging projects.

“We are leading the smart packaging trends, especially out of COVID,” said Khoshniyati. “Our partnership with OTACA Tequila continues our accelerated growth in RFID devices and NFC for smart packaging, consumer engagement, asset tracking and authentication in the IoT. We have a strong momentum with our portfolio depth in transponders, specifically NFC/HF. We continue to work closely with manufacturers, distributors and any converters through the supply chain to maximize value with our innovative tag designs and best practices behind their applications.”