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Posted 10/17/2019

Virtual Reality: What Opportunities for the Packaging Market?

2019 was a pioneering year in the development and structuring of virtual reality and no doubt that 2020 will make its consecration in an operational way! For novices, the use of virtual reality consists of simulating the physical presence of a person in a real or imaginary environment via a virtual reality helmet . More and more accessible, this technology offers opportunities for professionals in our sector and brands, who are gradually becoming aware of its strengths and the opportunities it can offer. Reason why, we propose to you to discover a panorama of the current uses.

1 - Give Packaging A Second Life Thanks To Google Cardboards

Made from cardboard, the Google Cardboard is the cheapest virtual reality headset on the market . It works with a smartphone and a mobile application. Although the image quality offered by smartphones is not always at the rendezvous, more and more brands are seizing this opportunity to give new life to their packaging, once the products unpacked.

Last year, Cognac House Martell presented in Shanghai a limited edition called La French Touch by Martell . These bottles offered an original packaging where the consumer was invited to unfold the cardboard case of the bottle and fold it to turn it into a virtual reality helmet. He then had to go to a dedicated mobile site  to download an application and insert his smartphone into the cardboard to be able to fly virtually with a swallow, emblem of the brand of Cognac, to Shanghai.

2. Re-Enchant Shopping With An Immersive Store Experience

A few months ago, it was Carrefour's turn to offer an amazing in-store experience thanks to Google Cardboards . On the occasion of its commercial operation "Carrefour Month", consumers were able to shop at the pace of a roller coaster aboard a shopping cart. A smartphone application allowed to cross five worlds dedicated to different worlds of consumerism.

3 - Respond To Consumer Expectations About Transparency And Product Quality

In a desire to "consume better", the French are increasingly seeking information about the products they buy  : what are their manufacturing origins, how were they routed? Who made them? It is not easy for a brand to convey a message or its values by reading a simple label on the packaging of a product or the mention of a label. For all these reasons, some brands have not hesitated to go further, offering an innovative discovery of their DNA

The example of Coca-Cola illustrates this well. The brand has 5 factories on the French market, which alone produce 90% of the drinks consumed in France. At the end of 2018, Coca-Cola virtually opened the doors of one of its factories located in Île-de-France. Thanks to the realization of a film in virtual reality, the American giant recalled that factories have been installed in France for several decades and that they guarantee a know-how and a production method faithful to the values of the brand.

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