A new Christmas on-pack promotion from Coca-Cola will feature the NaviLens app to help blind and partially sighted consumers.
The pilot will be the first time the technology has been used by a beverage company. NaviLens has previously been rolled out by Kellogg’s. NaviLens is similar to a QR code but can be detected in a fraction of the time and up to three metres away. A smartphone can detect the optic, and playback information to the user.
Coca-Cola Europacific Partners (CCEP) has incorporated the technology onto large Christmas can multipacks (24 & 30). The codes will feature on the cardboard outers.
Marc Powell, RNIB’s Accessibility Innovation Lead, said: “People with sight loss should have the same access and choice as our sighted counterparts, but currently, important information on packaging can often be in very small print, making it difficult or impossible for us to read. Technology such as NaviLens is a game changer and allows blind and partially sighted people to independently access key information on packaging.
“This pilot with Coca-Cola, the first beverage company to launch NaviLens on packs, highlights how big brands can put accessibility at the forefront of design and packaging decisions, and be a real catalyst for change.”
Martin Attock, Vice President Commercial Development at CCEP GB, said: “We are proud to be working with NaviLens this year to make our packs and the Coca-Cola brand more inclusive so everyone can enjoy their favourite beverage. This technology is making a huge difference to as many as two million people in the UK who are currently visually impaired.”
Festive-themed sharing packs of Coca-Cola Original Taste, Coca-Cola Zero Sugar and Coca-Cola Zero Sugar Cherry are in store and feature the Sundblom Santa Claus to drive standout on shelf.
Shoppers can scan QR codes on-pack for the chance to win pre-loaded £200 ‘Festive Feast’ gift cards from Love2Shop – accepted by supermarkets, food aggregators, restaurant chains and more. With 1,000 gift cards up for grabs, shoppers can also win thousands of exclusive Coca-Cola and festive gifts.
The promotion will run across plain and price-marked large PET bottles (1.25-litre, 1.75-litre and 2litre) and multi-packs of cans.
