Tag, a creative production and channel activation partner for global brands, has launched a Packaging Center of Excellence (CoE) as part of its Marketing CoEs.

At the heart of custom packaging strategies, a customer's offline and digital experiences are seen as a priority, and brand marketers need to have access to an array of services.

These services include creative design, copy consultation, packaging artwork creation, sustainability sourcing, local regulatory compliance, print production, digital content, AR/VR, social media influencers, retail activation, and others.

The CoE strategy helps to address two major packaging challenges encountered by brand marketers.

The first challenge is the siloed packaging process, where packaging design, sustainable sourcing, and production are typically handled by various agencies and production partners.

The second challenge is to maximise the use of the traditional offline unboxing experience with online unboxing engagement tools such as e-commerce, AR, and user-generated content.

Sustainability remains a vital element in the packaging process, particularly given the increasing complexity of sustainability regulations.

Furthermore, brand marketers also are required to focus on maintaining consistent branding throughout the entire packaging process and the CoE approach aims to look into these aspects.

Tag Americas packaging subject matter expert (SME) Jan Stollerman said: “Tag’s Packaging Center of Excellence seamlessly connects our many years of award-winning packaging experience with our in-house omnichannel experts.

“Through a single point of entry, brand marketers and heads of technical packaging have access to Tag SMEs at each packaging touchpoint, from design conception to interactive digital unboxing experiences, which equips them with a wholistic, strategic packaging solution to meet the desires and behaviours of today’s customer.”