Iovate, a manufacturer of active nutrition supplements, has started added Thinfilm’s SpeedTap tags to their product packaging. The tags will be integrated into the label wrap on Iovate’s Six Star Pro Nutrition®, Hydroxycut™, MuscleTech®, and Purely Inspired® brands.
The tags are integrated with Thinfilm’s CNECT™ platform which will enable Iovate to create unique digital experiences including videos, recipes, instructions and product re-ordering.
“Digital-savvy and mobile-first consumers make up a substantial percentage of our customer base, and we’re very eager to further connect with them post-purchase on their terms while delivering compelling digital content and relevant brand experiences,” said Brian Cavanaugh, Chief Marketing Officer of Iovate. “Thinfilm makes enhanced brand-to-consumer connections possible with a solution that’s easy to deploy and ideally suited for our customer base.”
Iovate’s products are available worldwide and the smart label nutrition products will initially be available through Walmart stores in the US.
“Iovate is a forward-thinking company in the fast-growing fitness and active nutrition market, and we’re excited to be working with them,” said Davor Sutija, CEO of Thinfilm. “The industry-leading position they’ve attained in a very competitive space is impressive, and we look forward to helping them differentiate their brands even further through NFC mobile marketing.”
Interestingly, Thinfilm have offered Iovate exclusivity in the active nutrition area based on the size of the order – said to be over 1 million tags. NFC.Today spoke to Thinfilm and the tags themselves will be placed behind the label and the labels specifically printed for the campaign. This is important. Many product based NFC campaigns are fairly small scale trials. The tags are usually integrated in a temporary way and the quantities are low. Iovate aren’t messing about here. The tags are fully integrated in the production process and the quantities are high. There’s no question it is a good opportunity for Iovate as well. The typical sports nutrition user is likely to be information hungry, a repeat buyer and loyal to a brand. A perfect combination for NFC integration.