To Find QR Codes, Look Under the Cap

Perhaps the most unique feature of Qr codes is to pack a ton of information into such a small space. This has been taken to a whole new level by company called Crown Closures North America recently.

Crown Closures north America (CCNA) paid attention to QR code trends and found that QR code use had jumped nearly 20% in 2012. They also discovered that they were being used primarily by consumers when the codes were found on labels or creative packaging.

However, CCNA has now taken it upon themselves to assist certain beverage clients in incorporating the codes into their marketing in new ways—namely under the drink’s caps. This is space that has previously gone unused with the exception of the occasional contest. By placing QR codes under the caps, CCNA believes that offering consumers information and great deals on future products will be easier than ever before. It’s also a great way to keep consumers engaged and active with the brand in question.

The QR codes are printed under the caps thanks to special FDA-approved printing technologies.

Of course, as advocates of QR codes, we must raise the question as to how the consumer would know to look under the cap for the code. We would assume there would be some sort of signage on the drink label indicating that there is “more information” beneath the cap.

This does open up the door for brand new ways to offer deals or hold contests. Rather than filling the labels awkwardly and unattractively with excess information, the name of the contest could be on the label with an indicator to look beneath the cap for more information.

CCNA believes that “brands now benefit from an additional platform to engage consumers without having to alter the external visual design of the package, which often has brand equity of its own."
While the inclusion of QR codes in innovative ways could very well help these brands find new audiences, one also has to wonder in what ways it might be done.

What do you think of this idea? Are CCNA on to something here or is this simply another re-hashed QR code approach with the same old intentions?