Amcor and Kezzler AS entered a global partnership to offer full service packaging serialization backed by a cloud platform. The new product, MaXQ, offers unique identification codes printed on every pack and can be used for digital consumer engagement, anti-counterfeiting, track and trace, and other activations.

MaXQ allows brand owners and consumers to instantly verify whether a product is authentic. The codes can also be used for a range of consumer engagement activities, which can be tailored to the consumer. The information generated as consumers interact with the codes can provide brand owners with market insights.

Marco Hilty, vice president marketing and R&D for Amcor Flexibles Europe and Americas said, “Our customers are looking to provide more personalized 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.”

Kezzler chief executive officer and founder, Magnar Loeken said, “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 serialization 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 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,” said Marco 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 personalized, motivating the consumer to continuously interact with the brand.”