As far as we know, this trial will be the first time a beverage manufacturer has deployed this technology. Kellogg’s had already introduced NaviLens. Similar to a QR code, NaviLens can be read from up to three meters away and in a quarter of the time. The user’s smartphone can pick up on the optical cue and play back relevant data.
Large Christmas can multipacks from Coca-Cola Europacific Partners (CCEP) now feature the technology (24 & 30). There will be cardboard packaging with the codes printed on it.
Marc Powell, Accessibility Innovation Lead at RNIB, stated, “People with sight loss should have the same access and choice as our sighted counterparts, but today, crucial information on packaging can frequently be in very small text, making it difficult or impossible for us to read.” Revolutionary technologies like NaviLens make it possible for blind and partially sighted persons to read labels and shop without assistance.
Coca-Cola is the first beverage business to introduce NaviLens on packs, and the pilot with them shows how major brands can make accessibility a priority in their product packaging.
We are happy to be partnering with NaviLens this year to make our packs and the Coca-Cola brand more accessible so that everyone can enjoy their favorite beverage,” said Martin Attock, vice president of commercial development at CCEP GB. Up to two million individuals in the UK are visually impaired, and this technology is making a significant difference for them.
Coca-Cola Original Taste, Coca-Cola Zero Sugar, and Coca-Cola Zero Sugar Cherry may all be found in holiday-themed sharing packs with the Sundblom Santa Claus, which help them stick out on store shelves.
Shoppers who scan the on-pack QR codes have a chance to win one of five £200 “Festive Feast” gift cards from Love2Shop, which can be used at a wide variety of retailers, including grocery stores, meal delivery services, and restaurants. Shoppers have a chance to win one of a thousand gift cards and thousands of other unique Coca-Cola and holiday prizes.
Large PET bottles (1.25 liter, 1.75 liter, and 2 liter) and can packs of varying sizes will all be included in the deal.###