Smart packaging connects brands with their consumers

An NFC tag embedded in a closure helps CPGs create relevant and personalized mobile marketing campaigns.

The Talkin’ Cap features a near field communication tag embedded inside a closure that lets consumers access relevant and customized mobile marketing campaigns with their smartphones. Photo courtesy of Closure Systems International.
The Talkin’ Cap features a near field communication tag embedded inside a closure that lets consumers access relevant and customized mobile marketing campaigns with their smartphones. Photo courtesy of Closure Systems International.

Talkin’ Things and Closure Systems International (CSI) have joined forces to take smart packaging to the next level. They have developed the Talkin’ Cap, a closure embedded with a near field communication (NFC) tag to create meaningful interaction between brands and their consumers with the simple tap of a smartphone. 

Talkin’ Things, a Warsaw, Poland-based company that makes smart packaging systems, and CSI, an Indianapolis, Indiana-based manufacturer of capping equipment and closures, teamed up to integrate Talkin’ Things’ NFC tags into CSI’s closures as a convenient way for brands to take advantage of NFC technology, a contactless form of communication that allows an NFC-enabled device like a smartphone to collect or interpret data from another item with an NFC tag. While many consumer packaged goods (CPG) companies already use NFC tags, it comes at a cost. Some companies slap it on their packaging as add-on stickers, which can interfere with or mar the design of the packaging label. Others integrate it in the body of the packaging, but that can add an extra level of complexity to the packaging process, thus slowing down production. By placing the NFC tags inside the closures, Talkin’ Cap can alleviate those challenges, according to Talkin’ Things and CSI.

“Companies have NFC tags on labels now, but we’ve never seen it in the cap before,” says David McCall, business development manager for diversified markets at CSI. “So we wanted to try to do it and see if we could get something new into the market.”

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