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The QR bar codes allow users to pick up information with the swipe of a mobile phone and have rapidly gained cult status in Japan. From scanning a poster to obtaining cinema times to swiping a pack of tomatoes to find out the size of the farm on which they were grown, there are few aspects of Japanese society untouched by the codes. One example, the ChocoQR, is both innovative and edible and an addition to an ever-growing list of Japanese products into which the small square codes have been fully integrated as society increasingly revolves around mobile phones. The technology is poised to revolutionise the British consumer landscape following the launch of the first major QR code marketing campaign in the UK. Pepsi has placed QR codes on 400 million products for the first time, offering mobile phone-friendly consumers instant access to games, videos, websites, prizes and other entertainment at the swipe of a phone. While QR codes have slowly been creeping into the British consumer scene in the past year, it is the first time a major company has employed the technology on such a scale. Bruno Gruwez, marketing director for Pepsi UK, said: "Not everyone in the UK is going to know how to use QR codes, but we're targeting early adopters. "Young adults and our drinkers very much live in the digital world, so the way we communicate with them is evolving rapidly. "Mobile internet has formed an increasingly significant part of our communications over the last few years and QR codes allow us to go even further, transforming the can into a gateway between the consumer and their digital world." He added: "The widespread use of QR codes in Japan gives a taste of what's to come in the UK, and I expect that we'll see other consumer brands following our lead in using this technology." ( )



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