AIPIA & AWA Congress Wrap: Interactive Brand Packaging Network launches successfully - establishing new industry standards for packaging as media | 15-07-2025 |

One Of the centrepieces of the recent AIPIA & AWA Congress (June 23-24), was the launch of the  Interactive Brand Packaging Network (IBPN). It delivered a comprehensive program that demonstrated how connected packaging is transforming from functional container to strategic media asset. The initiative brought together leading brands, technology providers, and industry experts to establish frameworks for measuring and maximizing connected packaging ROI. Here, co-founder of the IBPN, Jenny Stanley, describes the proceedings.

The two-day IBPN track featured presentations from industry leaders and showcased real-world case studies demonstrating measurable business impact from connected packaging initiatives.

Day One:

Audience Measurement & Consumer Engagement

Martin Radford from AudienceProject opened the track with insights into audience measurement for connected packaging, demonstrating how consumers interact with packaging as a media channel. Drawing on extensive industry expertise and high-profile brand collaborations, Radford showed how connected packaging captures consumer attention and delivers measurable engagement, establishing packaging as a dynamic touchpoint between brands and consumers.

ROI Measurement & Business Impact

Paul Simonet, founder of Experience is Everything, delivered a comprehensive analysis of connected packaging's business impact, presenting a "whistle stop tour" through the data behind connected packaging ROI. His presentation showcased how return on investment can be tracked, quantified, and optimized. "Connected packaging represents the most efficient media channel available today - zero wastage, direct consumer engagement, and measurable ROI that traditional advertising simply cannot match,"  he said. "The data we're seeing consistently shows that when done right, connected packaging delivers results that transform how brands think about consumer touchpoints."

Brand Case Study Excellence

Roisin Devine, European senior digital manager for Pringles, and Tim Ridding, senior business relationship manager EU IT at Kellanova, presented a dynamic case study featuring video content that demonstrated real-world connected packaging success. Their presentation highlighted practical implementation strategies and measurable results from major FMCG connected packaging initiatives.

Industry Panel Discussion

A panel moderated by Jenny Stanley, managing director of Appetite Creative, brought together Devine and Ridding from Kellanova, Inge Fleuren from Checkpoint Systems, and Camilla Young from GS1. The session "Where is Connected Packaging Going For Brands" explored future opportunities, examined case studies including Tesco's initiatives, provided strategic guidance for brands considering connected packaging investments.

Day Two Innovation Focus:

Creative Evolution & Brand Differentiation

Patrick Collister, former executive creative director of Ogilvy & Mather and former creative director at Google, delivered the track's keynote presentation. His "absolutely gripping presentation" explored how connected packaging represents a new frontier for brand creativity.

Collister challenged conventional thinking about brand communication, noting that "a brand is just a fancy word for personality" and emphasizing that true brand power lies in "getting into your consumer's hands." He highlighted how traditional advertising has lost effectiveness and stressed that "everybody hates advertising - we need a medium that people like."

His provided powerful examples of distinctive brand recognition, including LVMH's Olympic medal box strategy and revealed that North American companies alone spend $3 trillion on personalization. The striking statistic that "81% of brands could disappear tomorrow and no one would notice" underscored his argument for more meaningful consumer connections via integrated storytelling.

Collister emphasized the critical need for CEO-level commitment to packaging innovation, demonstrating how connected packaging can deliver the integrated brand experiences that resonate with modern consumers.

Outstanding Brand Response

The launch received excellent feedback from attending brands, with representatives from Barilla, Coca-Cola, Kellanova, and Danone expressing enthusiasm for the program's practical value. Brand attendees consistently praised the event as "a great place to learn and see how others are doing it," with many noting it provided essential opportunities to "meet the experts and understand what's happening in this space" during a period of rapid industry evolution. Multiple brands emphasized that "more brands should come" to future IBPN events, recognizing the value of peer learning and expert guidance in navigating connected packaging opportunities.

Industry Impact & Future Direction

The IBPN successfully demonstrated the maturation of connected packaging from experimental marketing tool to strategic business asset. Key themes that emerged throughout the program included:

• Measurable ROI with engagement times significantly exceeding traditional digital channels
• GS1 Sunrise 2D code transition creating new opportunities for brand-consumer interaction  
• Connected packaging delivering zero media wastage compared to traditional advertising channels
• Regulatory drivers including EU Digital Product Passport legislation accelerating adoption
• The critical need for CEO-level packaging strategy commitment

"The response tothis launch has been exceptional," said Eef de Ferrante, managing director of AIPIA. "What we've seen over these two days is industry recognition that connected packaging isn't just the future - it's the present reality for brands serious about meaningful consumer engagement."

Video content and presentation materials from the IBPN launch will be shared with the industry to continue advancing connected packaging knowledge. Interested parties can access ongoing content and updates by following the new IBPN LinkedIn page. 

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