A CES Highlight
What last month’s Consumer Electronic Show did for in-store packaging and design.
Back in 2002, Steven Spielberg’s somewhat dystopian Minority Report, set in 2054, featured many a futuristic thing that has influenced the way companies think about product interface. The film also had a brief scene where our hero returns home at the end of the day to munch on some cereal. The marketing technique employed on the cereal box he uses (and is totally jaded by), was this month revealed in its embryonic stages, courtesy of Trix and Honey Nut Cheerios. Shopper Culture reports the technology is courtesy of Fulton Innovation, using their patented eCoupled [wireless] technology. According to their website, they are playing “a vital role in developing the international standard for wireless charging—Qi (pronounced “chee”)—through our participation as a founding member of the Wireless Power Consortium, an international collaboration of companies.”
It’s quite a fascinating leap in the way we can market packaged goods. While certainly eye-catching, and hence good for impulse buys, it’s questionable as to what effect this kind of technology will have on shoppers at such a simple stage of its evolution. This is merely the beginning though. Look for packaging to become much more malleable and digitally on-brand. Just don’t ask about how environmentally sustainable it is.