Voice activation targets labels and packaging.

Respond Fast Voice Activated Calls To Action (VACTA) are changing the way consumers interact with labels and packaging. People increasingly are requesting and responding via smart speakers and voice assistants instead of going to a website, texting or clicking on a QR code to begin the process.

Labels and packaging are the next VACTA frontier. A printed code or phrase enables consumers to effortlessly start engaging meaningfully with brands. Besides being easy, "it's cool, novel and fun," notes Respond Fast founder Mike Gunderson. "Smart speaker owners will attest that asking their smart speaker or voice assistant questions about what they're watching on TV or discussing is frictionless and typically faster than inputting something into a phone or calling up a website."

Gunderson adds, "Ever-advancing technology has made fast, easy access routine. But, the concept of 'fast and easy' continues to evolve. For example, inputting text into a smartphone or a laptop is fast becoming yesterday's somewhat belabored standard. Voice activation and response are today's convenient up-and-coming norm."

There are a host of opportunities with this technology such as sharing a brand's compelling history and story to connect emotionally with an audience. For Kellogg's Frosted Flakes brand, creating a multi-media experience of "Tony the Tiger telling a story" can prove entertaining and engaging. Offering recipes that help extend the consumer's interaction with the brand is another way to use voice response to help build interest and loyalty with brands through packaging.

Product safety, product warnings, detailed dosage information and providing accurate, verifiable information about health claims have become increasingly important. Extending consumer knowledge and building confidence are two of the most important ways voice response can help brand reputation and popularity, and determine whether or not someone engages with a brand label or package.

Consider the following scenario. A CBD oil user has just viewed a TV commercial addressing health claims of CBD products. Their oil container featuring aVACTA code to get more information sits nearby. The now-curious consumer can simply tell a smart speaker or voice assistant the code that will get them to the information they seek. This is far less cumbersome than having to start researching their product's claims via online search--which can be confusing and bring up conflicting results. Besides serving as a...

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