Sign in to view
member only content

Just as today’s prevalent smoking bans can lead to a lot of cigarette butts on the doorsteps of public places, so the increasingly smoke-free world can make it difficult for smokers to find a place to enjoy their habit. Enter Croatian cigarette brand Ronhill, which has begun to use QR codes on its packaging to help consumers find a nearby place to smoke. Ronhill, a part of Adris Group’s TDR, worked with agency Bruketa&Žinic OM to create what it says is the world’s first interactive cigarette packaging. Specifically, included on the packaging for its Ronhill Unlimited line is a QR code. Smartphone users simply scan that code with their phone’s camera to get to a regional mobile website featuring a map showing not only the user’s current location but also places nearby where smoking is allowed. Users can also update the list of such places themselves. The video below demonstrates the technology in action: Also this summer, Bruketa&Žinic OM added a QR code to Ronhill’s seasonal “Sailing” line, linking this time to a site with local information and an up-to-date list of events. Brands large and small: how could a splash of technology make your packaging more useful and interactive? Spotted by: Florent Lesauvage