Packaging anti-counterfeit solutions have been sprouting wildly as the field has evolved. Now, the field it’s about to experience a massive growth.[hr]
Counterfeits, according to the International Trademark Association, is:[quote style=”boxed”]The practice of manufacturing, importing/exporting, distributing, selling or otherwise dealing in goods, often of inferior quality, under a trademark that is identical to or substantially indistinguishable from a registered trademark, without the approval or oversight of the registered trademark owner.[/quote]
Many brands have been affected by counterfeiting, big ones in particular. Ensuring security and avoiding counterfeits have been two key concerns of the packaging industry since the exponential growth of counterfeit markets in the 80s, 90s and 2000s. Different parties have signed several agreements in an attempt to cut this disturbing trend, (as the Anti-Counterfeiting Trade Agreement), but none has managed to do so.
Given the above, corporations started to look for anti-counterfeiting means, such as certificates of authenticity or unique and irreplicable designs. Over the last years, the anti-counterfeit field has generated a relentless source of innovations and new technologies: 2D codes, radio frequencies, data glyphs, you name it. Those innovations are now joining forces with novel perspectives in integrated supply chains and new regulations to battle the counterfeiting forces.
But technology won’t solve the problem by itself. As Richard Burhouse, business development manager of Payne Security, reminds us:[quote style=”boxed”]It’s critical to understand the problem the brand owner is trying to overcome – just putting technology onto packaging and expecting it to stop counterfeiting is no good to anyone without a well thought out programme on how to identify and enforce.[/quote]
That hasn’t stopped the industry, though, to grow into a +$100 billion’ worth market. But it doesn’t end there: the anti-counterfeit packaging market has been forecasted to grow into more than $60 billion by 2020, (growth figures oscillate between $60 and $80 billion). That’s a huge opportunity for all the packaging businesses involved ─ albeit a somewhat crowded one.
Most of the counterfeit innovations are being designed for the food and pharmaceuticals fields, disregarding the rest of the industries concerned. In fact, any industry could harness the benefits of anty-counterfeiting: it’s just a matter of proper packaging design and taking advantage of new technologies.
We already covered another field that is already testing and experiment new ideas: the spirits industry. Re-quoting Augustin Depardon, executive director at Rémy Martin:[quote style=”boxed”]“Not only does the Rémy Martin Club Connected Bottle guarantee the authenticity of the product, but also—and this is the exciting innovation—it allows us to communicate directly with our consumers who like and use our products. Rewards, events, special offers—our communication can now be completely aligned with our clients’ preferences for an optimal relevancy.”[/quote]
Anti-counterfeiting measures can, and should, improve any packaging. Customers want to know, and should know, they’re buying genuine.
Sponsored by Derprosa, leading brand in biaxially oriented polypropylene films for packaging.