The digital touch also gives consumers reasons to keep coming back for more - as with Heinz Tomato Ketchup's use of blippar technology on-pack, to inspire Ketchup lovers with a virtual recipe book.
As designers and brand owners explore the possibilities that augmented reality technologies can unlock, packaging is gaining the potential to communicate brand values at a new, heightened level.
Suremen have transformed their deodorant cans into game controllers which, when pointed at a webcam, let (freshly deodorised) players face a range of adventurous challenges from mountain biking to water skiing, all in a bid to win cash prizes or sports gear.
Canada's Lassonde have also done this with their Oasis brand, using augmented reality to turn the Tetrapak juice carton into a virtual goalkeeper in the Oasis All-Stars soccer game.
Via Gary Hayes