Interactive packaging including QR codes has again been recommended to manufacturers considering what information to put on their peelable labels.

Michele Bosc, marketing director of the Chateau des Charmes vineyard in Canada, told the Globe and Mail that it is possible to get consumers really involved using contests, promotional codes and other ideas.

"You've got to give people an incentive to become engaged and reward them for doing it," she commented.

When asked what might be useful to put on promotional labels, Ms Bosc recommended the symbols that can be scanned with smartphones.

"You can't turn around without seeing a QR code these days.The hits on our codes are going up exponentially," she added.

Labels using QR codes could include information about product news, reviews and even tips on how to use items; for example, a label on a wine may feature a link to an article that suggests which glasses to drink it from or which meats to pair it with.

Last month, John Hartman, an instructor in social media at Portland State University, also said that QR codes can help to create a buzz around a brand, the Oregonian reported.

Denny Bros Ltd, 05 October 2011