USE CASE: TURN A COUNTERFEITING PROBLEM INTO A MARKETING ENGAGEMENT TOOL

ABOUT THE CLIENT

 

  • Privately-held company with well-known beverage products distributed globally

 

  • Industry: Consumer Products, Premium Beverages.

 

ISSUE / BACKGROUND

Food fraud is estimated to cost the global food industry $10-15 billion per year. Makers of one the world’s largest-selling premium beverages faced a challenge when they realized bottles of their merchandise, which had been refilled with counterfeit product, began appearing on shelves with the brand’s labels. This posed a potential consumer safety and global brand identity issue.

THE CHALLENGES

Security seals alone were not addressing the issue. The premium brand was looking for a more secure solution that would provide full track and trace capabilities as well as give loyal consumers more meaningful reasons to engage with the brand whenever they purchased the product.

THE SOLUTION

We bundled our authentication and serialized marketing offerings to help identify counterfeit and diverted products while cementing customer loyalty. Key elements of this solution include embedding unique serial numbers (UIDs) in the QR code on a tamper-evident, 3D holographic security label that seals the capsule to the bottle. We also added a URL with the UID to take the consumer to the brand’s story on the company website. The real-time alerts generated by OPTEL’s Verify Brand® Software enable the brand to track the UID through the first point of shipment and authenticate it at any point in the supply chain: production, distribution, wholesaler and consumer.

Our patented platform provided the brand with these brand protection and customer engagement benefits:

  • Data-rich, fact-based reporting for inspectors
  • Web-based and mobile product verification for field investigators (web and mobile) and consumers (mobile)
  • Extension of consumer loyalty program

RESULTS

The program was launched successfully in 2017 with initial focus on premium products shipped to Asia and since its adoption, over 1,000 bottles have been authenticated in 30 countries. The combination of a tamper-evident holographic label with our powerful software has helped the brand creates a more intelligent supply chain and engender loyalty and trust in the brand.