From Paper Bottles to Digital Treasure Hunts: How Connected Packaging is Shaping the Future
The recent Brand Owner and Retailer Summit, hosted by ThePackHub at The Oval, brought together packaging innovators and industry leaders to discuss cutting-edge developments. From sustainability advancements to groundbreaking digital packaging solutions, the event showcased how the packaging industry is evolving to meet modern demands. Here are some key insights that highlight the role of connected packaging in shaping the future of branding and consumer engagement.
Sustainability Takes Center Stage
The push for eco-friendly solutions was a major theme throughout the summit. Discussions on paper bottles, bio-based plastics, and carbon literacy emphasized the importance of sustainability in packaging innovation. As global regulations tighten, brands are looking to connected packaging to communicate their green initiatives. Digital tools like QR codes and AR experiences provide a platform to educate consumers on sustainability efforts, product lifecycles, and responsible disposal methods.
Leveraging Digital Experiences for Engagement
One of the most exciting highlights was the focus on how connected packaging is transforming consumer experiences. From digital treasure hunts to interactive storytelling, brands are now using smart packaging to connect with their audiences like never before. Connected packaging bridges the gap between physical and digital, offering personalised experiences that drive loyalty and deepen brand engagement.
For example, Appetite Creative demonstrated the power of connected packaging with an innovative treasure hunt that engaged attendees at the summit. This initiative not only entertained but also highlighted how brands can use technology to captivate consumers and enhance their packaging strategies.
Innovations Driving Change
Industry experts at the summit explored the rise of phygital experiences—where physical products integrate seamlessly with digital interactions. Technologies such as AR and connected labels are giving brands the tools to add value to their packaging. Whether it’s sharing a product’s origin story or launching a gamified experience, connected packaging is becoming an essential part of the modern marketing toolkit.
Another key takeaway was the role of connected packaging in facilitating transparency. Digital passports, for example, can inform consumers about a product’s journey, comply with new legislation, and foster trust by showcasing ethical and sustainable practices.
The Future of Packaging
As highlighted at the summit, the packaging industry is entering a new era driven by sustainability and connectivity. Brands that embrace smart packaging solutions will not only meet the demands of eco-conscious consumers but also unlock new opportunities for storytelling and engagement.
At Appetite Creative, we’re at the forefront of this transformation. From AR-powered campaigns to digital treasure hunts, we specialise in creating innovative connected packaging solutions that inspire and engage.
Want to learn more about how connected packaging can revolutionise your strategy? Dive into the insights from the summit and explore how we can help your brand stand out.
