AIPIA Congress Update: Connected Brand Packaging under the Spotlight | 11-06-2025 |
For those looking to dive deeper into the opportunities Connected Brand Packaging can offer, the upcoming AIPIA & AWA Smart Packaging World Congress on June 23-24, 2025, in Amsterdam will have plenty of innovative ideas and products on hand to give you the latest insights, trends and knowhow to help your company make the right choices.
One of the key moments will be a panel session, on ‘The Future of Connected Packaging: What's Next for Brands?’ It brings together industry heavyweights from AB InBev, GS1 and Coca-Cola, as well as other leading innovators, to explore the evolving landscape of connected packaging. The not-to-be-missed discussion will focus on upcoming opportunities and challenges in interactive packaging over the next year, highlighting how Brands can leverage these innovations to navigate tough market conditions and drive consumer engagement.
“The timing is perfect,” says Jenny Stanley of Appetite Creative, who will moderate this session. “These companies are at the forefront of implementing many of the changes we're discussing. For example Tesco's GS1 Sunrise trial; while AB InBev and Coca-Cola continue to lead innovative consumer engagement through packaging.”
The track, will feature sessions focusing on how brands can leverage IoT-enabled packaging, AI-powered solutions and digital engagement strategies to enhance product interaction, security and traceability.
“The value proposition is clear,” says Stanley. “As brands are already facing the requirement to adapt their packaging to meet new regulations, why not maximise the opportunity? If you're going to add QR codes and other interactive elements to comply with legislation, you might as well gain the marketing advantages: understanding your consumers better, improving inclusivity, enhancing sustainability messaging and creating direct communication channels,” she explains
The Interactive Brand Packaging Network, (IBPN), which is being launched at the Congress, provides the expertise to help brands navigate these complex waters, offering informed expertise with practical applications. Rather than piecing together solutions from multiple vendors with potentially conflicting interests, brands can join the IBPN to access a collaborative network focused on establishing industry standards and sharing success stories.
In the media landscape, where connecting meaningfully with consumers grows ever more challenging, packaging remains the one touchpoint brands can control completely. The potential is enormous: 100% viewability with zero wastage - something other digital media channels can only dream of achieving. As traditional and digital media continue to face challenges, connected packaging stands ready to become the next frontier in brand communication.
To learn about the power of Connected Packaging and some of the latest ideas and innovations, including AI driven capabilities, the Congress is your best opportunity. But hurry, the event is less than two weeks away.
ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM
