Packaging Is More Than a Product Wrapper
Brands invest heavily in advertising to reach consumers, but one valuable opportunity is often overlooked: the packaging already in their customers’ hands.
Connected packaging transforms traditional packaging into an interactive digital experience. Using QR codes and other technologies, brands can connect physical products with digital content, games, promotions and personalised experiences.
At this year’s M&M Global Media Awards, connected packaging received increased attention, demonstrating how brands can use packaging as a measurable media channel rather than simply a way to protect and present products.
Measuring Packaging Like Any Other Media Channel
Marketing teams increasingly need to demonstrate return on investment (ROI), engagement and conversions across their campaigns. Connected packaging offers opportunities to measure customer interactions, including scan rates, engagement time and campaign performance.
According to the Global Connected Packaging Survey 2026, 81.2% of surveyed companies were already using connected packaging, while 83.3% planned to run connected packaging campaigns during the year.
These findings reflect a growing interest in packaging that combines physical products with measurable digital experiences.
Vodafone’s Moving Helpers: A Campaign That Delivered Results
One standout example at the M&M Global Media Awards was Vodafone’s Moving Helpers campaign in Germany, developed with Promodoro and Weischer.OOH.
Moving home creates an important opportunity for telecoms brands to connect with potential customers who may be considering switching providers. Vodafone addressed this moment by offering free moving boxes through a simple online process.
The boxes featured branded messaging and QR codes, connecting a practical everyday item with a relevant brand experience. Their durable cardboard construction also allowed them to be reused across multiple moves, extending the campaign’s reach.
The campaign delivered a 54% increase in consideration and was highly commended for Best Campaign for Technology & Telecommunications.
It demonstrates how connected packaging can reach consumers in meaningful moments, generate engagement and support measurable marketing outcomes.
Turning QR Codes into Customer Experiences
A QR code should be more than a link to a generic website. When used strategically, it can open a digital experience that gives customers a reason to interact with a brand.
Examples include:
- Interactive games and competitions that encourage participation.
- Personalised promotions that make offers more relevant.
- Product information and education that help customers make informed decisions.
- Loyalty experiences that encourage repeat purchases.
- First-party data collection that helps brands understand customer preferences, with appropriate consent.
The key is to offer genuine value. Customers are more likely to engage and voluntarily share information when the experience benefits them.
Why GS1 Sunrise 2027 Matters
The industry is also preparing for GS1 Sunrise 2027, which is accelerating the transition towards 2D barcodes, including QR codes, at retail checkouts.
For brands, this transition creates an opportunity to connect product identification with richer digital experiences. A code can support retail requirements while also directing consumers to product details, sustainability information, promotions and interactive content.
Instead of treating this change as a packaging update alone, businesses can use it to rethink how their products communicate with customers.
Make Your Packaging Work Harder
Connected packaging creates a direct link between physical products and digital brand experiences. It offers opportunities to strengthen customer engagement, gather first-party data and measure marketing performance beyond the initial purchase.
As the M&M Global Media Awards demonstrate, innovative campaigns can turn everyday packaging into a valuable communication channel.
At Appetite Creative, we help brands transform packaging into connected digital experiences that engage consumers and deliver measurable value.
Ready to explore connected packaging for your brand? Discover how connected packaging solutions can turn your products into interactive customer touchpoints.
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