Episode 260 - Digital Gateways: How Connected Packaging Outperforms Traditional Media

Show Notes: 

The digital revolution has transformed nearly every aspect of marketing, but one channel remains surprisingly underutilized despite its remarkable potential: the packaging that consumers literally hold in their hands. In this eye-opening conversation with Jenny Stanley, founder and director of Appetite Creative, we explore how connected packaging is creating powerful digital gateways between brands and consumers.

Stanley reveals the striking metrics behind connected packaging engagement, with scan rates of 7-8% dramatically outperforming traditional digital campaigns and average engagement times of 2-3 minutes per interaction. "Connected packaging is the only marketing channel where you have a consumer who literally has your product in their hands," Stanley explains. "It's actively the consumer's decision to make that interaction with your brand, so that's an incredibly palpable moment." This unique context, combined with the technology's ability to drive multiple interactions, can create up to 12 minutes of meaningful brand engagement per consumer.

The conversation dives deep into the technological evolution enabling this revolution, from serialized QR codes that give every package a unique identity to NFC technology offering premium "tap-to-engage" experiences. Stanley shares compelling case studies, including Woodlands Dairy's campaign that achieved a remarkable 30% sales uplift by providing sustainability education and rewards through connected packaging. She outlines three critical success factors: clear value exchange, multi-channel promotion, and content that resonates with consumer values.

Perhaps most importantly, Stanley highlights how regulatory changes like the EU Digital Product Passport are accelerating adoption, with 88% of brands planning to implement connected packaging by 2025. For brands just beginning this journey, she offers practical advice: "Start simple but start smart. Begin with a basic QR code, perhaps on one SKU. Don't try and stuff everything in all at once because you probably never get started."

Ready to explore how connected packaging can transform your brand's relationship with consumers? Listen now to discover the strategies and technologies driving this powerful marketing revolution.

FuturePrint Events:

FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany