Amcor and Kezzler form global partnership to provide packaging serialisation

MaXQ offers unique identification codes printed on every pharmaceutical pack

Australian packaging specialist Amcor is to work in partnership with Norwegian firm Kezzler, which develops serialisation business services, to offer full service, advanced packaging serialisation, backed by a Cloud platform.

The new MaXQ product offers unique identification codes printed on every pack, which can be used for digital consumer engagement, anti-counterfeiting, track and trace, and other activities.

Amcor says its leadership in packaging innovation paired with Kezzler’s proven technology paves the way to making every package unique and interactive. The codes are generated and printed on each pack, seamlessly integrating with customers’ existing packaging supply chain.

Amcor Flexibles Europe and Americas Vice-President Marketing, Marco Hilty, said: 'Our customers are looking to provide more personalised experiences for their consumers. And increasingly, our customers must take action against the counterfeiting of their products. We are extremely pleased to partner with Kezzler in giving each pack a unique digital identity, to address these needs.'

MaXQ allows brand owners to print a unique, serialised code on each pack that can be read with a smartphone, or sent via SMS

MaXQ allows brand owners to print a unique, serialised code on each pack that can be read with a smartphone, or sent via SMS. They and consumers can instantly verify whether a product is authentic or a fake. The codes can also be used for a range of consumer engagement activities; such as contests, instant rewards, loyalty programmes, and customer feedback. Brand owners are unlimited and interactions can be tailored to the consumer. The information generated as consumers interact with the codes also provides brand owners with valuable market insights.

Kezzler CEO and founder, Magnar Loeken, added: 'Partnering with one of the most respected packaging companies in the world is a testament to the technologies and services we have developed for many years. We believe MaXQ will eliminate the complexity of serialisation services. Amcor and Kezzler provide a seamlessly integrated service that covers printing and IT operations, so brand owners can fully concentrate on their brands and their consumers instead of on logistics.'

MaXQ codes, which can be expressed as QR, alphanumeric, or barcodes, are generated by Kezzler at speeds of more than one billion a minute and printed by Amcor at industrial speed.

MaXQ provides a unique solution to FMCG brand owners where standard QR codes have historically fallen short. 'Standard QR codes on packaging are static and provide very little dynamic content. The same code is printed on millions of packs and will in most cases just take the consumer to a static webpage,' added Hilty. “MaXQ codes make each pack unique and offer the consumer relevant applications and real value that can be collected and experienced with each pack scanned. MaXQ makes every user’s experience personalised, motivating the consumer to interact continuously with the brand.'