UPM Raflatac collaborates with Magic Add to launch RafMore smart label solution

Press Release 7.9.2017 11:00 EEST

(UPM Raflatac, Helsinki, 7 September 2017 at 10:00 EET) - UPM Raflatac launches an innovative new solution for brand promotion, protection and logistics applications. Developed in cooperation with cloud-based data and content management experts Magic Add, RafMore combines pressure-sensitive labels and unique machine-readable codes to open up completely new possibilities for product verification and tracking, marketing analytics and consumer engagement.

RafMore is a smart solution that provides the possibility to give each and every labeled product a unique digital identity. The unique codes embedded into the label designs are stored in a cloud database and act as an information channel at every point on the product's journey from creation to consumption.

Brands can use this unique digital identity to add value in a variety of ways. For brand promotion, RafMore can be used to boost consumer engagement by providing new ways to tell a brand's story. For example, the code embedded in a label can be linked to digital content that evolves as the consumer journey progresses. RafMore also allows brands to create new service models, accurately track and trace products, improve inventory accuracy, verify authenticity and protect against counterfeiting attempts.

"RafMore allows brands to unlock the largely untapped potential of the labels attached to their products in a variety of different ways", says Jan Hasselblatt, Director, Global Business Development, UPM Raflatac. "RafMore connects each and every labeled product to the web and helps brands gather valuable information that can be used to increase consumer engagement, optimize logistics processes, and protect brand integrity."

RafMore will be showcased at Labelexpo Europe 2017 - the world's largest event for the label and package printing industry - in Brussels, Belgium on September 25-28.

Read more on RafMore website »

A high-resolution photo can be downloaded from the UPM image bank »

For further information please contact:
Jan Hasselblatt, Director, Global Business Development, UPM Raflatac, tel. +358 40 5429735
Samuli Manninen, Global Head of RafMore, UPM Raflatac, tel. +358 40 5509897

UPM Raflatac
UPM Raflatac is one of the world's leading producers of self-adhesive label materials. We supply high-quality paper and film label stock for consumer product and industrial labelling through a global network of factories, distribution terminals and sales offices. We employ around 3,000 people and made sales of EUR 1.4 billion (USD 1.5 billion) in 2016. UPM Raflatac is part of UPM - The Biofore Company. Find out more at www.upmraflatac.com.

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Through the renewing of the bio and forest industries, UPM is building a sustainable future across six business areas: UPM Biorefining, UPM Energy, UPM Raflatac, UPM Specialty Papers, UPM Paper ENA and UPM Plywood. Our products are made of renewable raw materials and are recyclable. We serve our customers worldwide. The group employs around 19,300 people and its annual sales are approximately EUR 10 billion. UPM shares are listed on NASDAQ OMX Helsinki. UPM - The Biofore Company - www.upm.com

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Magic Add
Magic Add Ltd. is creating the Internet of Packaging. Magic Add's technology embeds coding into packaging, which can capture data along the supply chain and provide information to customers. Based in Finland, Magic Add launched its technology and product development in 2011 and has partnered with leading packaging manufacturers, as well as global consumer brands. In addition to marketing, Magic Add has applications in logistics and product authentication, which can be used for process optimisation and to combat a diverse range of issues such as counterfeit goods and food waste. Find out more about the Internet of Packaging at www.magicadd.com.