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Huhtamaki coffee cup heats up with digital content

Huhtamaki has launched an interactive cup featuring a heat-sensitive label and QR code that links to digital content.

The Adtone cup has a thermosensitive label that reveals the unique code as the cup is filled with a hot beverage.

The heat from the beverage activates the thermochromic printing on the label, revealing the QR code.

Customers can then scan this code with their mobile phone and access a website to view promotions, or any digital content that’s been loaded. The QR code can be used only once, providing added security for the campaign.

The cup is aimed at enabling brands, cafes, and restaurants to run a variety of campaigns, from loyalty rewards to prize-winning promotions.

Huhtamaki UK marketing manager Becci Eplett said combining physical product (packaging) with digital services was the way forward.

“The new Adtone cup gives consumers something they actually want, through something they use every day, delivering a promotional message in a unique and memorable way, helping to create that unique connection between bespoke packaging and the digitally savvy consumer,” she said.