CPG Manufacturers Try Out Quick Response Codes Mobile Web Marketing

Consumer packaged goods (CPG) companies, such as Johnson & Johnson and Procter & Gamble, are implementing pilot promotions using Quick Response (QR) codes, a smartphone-based mobile Internet marketing platform. QR codes, which are usually placed on packaging and in-store displays and can be scanned with a smartphone camera, connect to mobile Web sites containing product data, price information, discount coupons, and related videos. Industry observers forecast wider acceptance of QR codes technology among CPG companies, driven by consumer smartphone ownership forecast by Nielsen to rise from 28 percent in fall 2010 to over 50 percent by end of 2011. Early adoptions of QR code technology include Durex's campaign for its condoms, Kellogg's Special K brand campaign, and Orville Redenbacher's Gourmet Popping Corn.