Thin Film Electronics ASA, a specialist in NFC (near field communication) smart-packaging solutions using printed electronics, has announced a partnership with Bedford Industries, a manufacturer of product ties, closures and identification tags. The two companies will integrate Thinfilm’s NFC SpeedTap technology into Bedford’s popular ElastiTag hang-tag product line to deliver turn-key intelligent-packaging solutions to consumer brand companies of all sizes as well as the broader FMCG (fast-moving consumer goods) market.

ElastiTag hang tags are unique marketing aids that capture the attention of retail shoppers and drive consumer engagement at the point of sale. The tags consist of a colorful elastomer loop attached to a custom-printed label, and come in a wide range of shapes and sizes to ensure compatibility with a variety of product form-factors. As a marketing tool, the tags are used to promote special offers, launch new products, and enhance a brand’s identity.

Bedford works with a range of clients, from small- and medium-sized businesses (SMBs) to iconic global brands. Larger customers using the ElastiTag product include Unilever (Dove), Procter & Gamble (Downey), Diageo (Baileys), Bayer (Coppertone), Nestle, Colgate-Palmolive, L’Oreal, Method, Dole, and Hersheys.

With the integration of SpeedTap technology into the ElastiTag product, the barrier-to-entry for NFC-based mobile marketing solutions is now significantly lowered. The unique combination takes the industry’s “ultimate hang tag” to the next level, offering brands of all sizes an affordable intelligent packaging option supported by a cloud-based software platform that delivers powerful one-to-one marketing capabilities. In addition, the innovative tags easily attach to virtually all types of primary packaging, eliminating the need for more formal integration with a product and bringing NFC engagement functionality closer to the consumer.

Each ElastiTag with SpeedTap technology is uniquely identifiable and virtually impossible to clone, and can be read with the simple tap of an NFC-enabled smartphone. Once tapped, the tag wirelessly communicates with the cloud, empowering brands to connect directly with consumers to instantly deliver important product information and other relevant content. Key applications enabled by the SpeedTap’s functionality include instant-reorder, loyalty program integration, “how to” instructions, customer reviews, surveys, and user registration.

“Thinfilm’s revolutionary SpeedTap technology, combined with the distinctive personality of the ElastiTag, will create a compelling consumer experience on nearly any type of product,” said Kim Milbrandt, President of Bedford Industries. “We are very excited to collaborate with Thinfilm, an innovator in NFC solutions with numerous brands on a global scale.”

Bedford is progressing on efforts to standardize manufacturing processes for integrating SpeedTap tags into the ElastiTag® product on its production lines, and has also developed technology that allows for high-speed, automated application of ElastiTags to a range of packages. Thinfilm and Bedford are now engaging a range of consumer brands to discuss the innovative smart ElastiTag product and deliver the full solution to market.

“Many of the world’s leading consumer packaged goods companies rely on Bedford’s ElastiTag to help drive engagement with retail shoppers,” said Davor Sutija, CEO of Thinfilm. “We’re very excited about the role NFC SpeedTap™ technology is playing in creating a smart version of the ElastiTag product and look forward to bringing value to Bedford’s existing and future CPG relationships.”