AIPIA Congress Update: Beyond the container: packaging as your most powerful media asset | 28-05-2025 |

In a world where traditional media channels continue to fragment and lose effectiveness, packaging is emerging as, perhaps, the most reliable direct touchpoint between brands and consumers. That's why there is great excitement about the launch of the Interactive Brand Packaging Network (IBPN), a groundbreaking initiative announced by the Active & Intelligent Packaging Industry Association (AIPIA) in March.

As an organisation deeply invested in the future of brand-consumer interactions, the IBPN is a crucial development that will take a step towards establishing packaging as a recognised and measurable media channel. “This isn't just about adding QR codes - it's about transforming packaging from a passive container into a strategic media asset,” according to Jenny Stanley of Appetite Creative who was a key initiator of the Network.

“Brands need the IBPN now more than ever,” she believes. “Traditional advertising channels are struggling - TV viewership continues to decline, digital spaces are plagued by bots, ad blockers and brand safety issues. Meanwhile, regulatory changes are pushing brands toward connected packaging whether they're ready or not. They should be queuing up to hear what IBPN and AIPIA has to say this June!” she exclaims.

Tesco is already trialling GS1 Sunrise implementation across 20% of their products (AIPIA newsletter 12-05-25), and the Digital Product Passport, a new regulation for nearly all products sold in the EU, is rapidly approaching mandatory status. Add to these the evolving sustainability regulations like PPWR and EPR that require packaging modifications, and it becomes clear: Brands need expert guidance to navigate this shifting landscape.

That's precisely what the IBPN offers - an industry-wide ecosystem that will establish measurement standards, share best practices and develop ROI frameworks that enable brands to effectively utilise packaging as part of their media strategy.

One of the most exciting developments is the benchmarking framework. This will give Brands a clear framework (rather than just finding budget) to understand the ROI of connected packaging initiatives. Connected packaging isn't just a cost centre - it's a potential revenue generator. For example if the Brand has a massive counterfeiting problem costing them millions annually and connected packaging solves this issue instantly, it  justifies its implementation and frees up money for other innovations or improved profitability.

Similarly, brands struggling with traceability issues - where product intended for one market mysteriously appears in another - can leverage connected packaging to resolve these million-dollar problems.

The IBPN's benchmarking framework will help brands quantify these benefits, transforming the conversation from ‘can we afford this?’ to ‘can we afford not to do this?’.

This is why Brands MUST attend the Connected Brand Packaging track at AIPIA & AWA World Congress.

ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM