"The second annual connected packaging study from Appetite Creative polled 968 marketing execs at the start of 2023 and found a sharp rise in practitioners willing to invest in the medium. 88% of respondents say they are planning a connected packaging campaign this year and 92% agree that it is increasingly important. Last year, only 59% planned such a campaign and only 85% considered it important."
"She points to Coca-Cola, which she says is keen to have a QR code present on all of its packaging. Its current tie-up with the Avengers is an example of a brand "giving the consumer something special, something unique," she says. In return, the brand can receive insights and first-party data such as an email address. It's all part of its Marvel Multiverse tie-in."
"But some brands remain hesitant to embrace the medium. 48% of respondents claim their business isn't prepared to embrace the medium. 20% blame price and 11% complexity. Stanley believes the main hurdle is "around education, in terms of how to implement connected packaged". "You need to identify what you want to do, what benefits you can get from it and how you implement it.""
A survey of 968 marketing executives at the start of 2023 found a sharp rise in interest in connected packaging, with 88% planning a campaign this year and 92% saying it is increasingly important. Plans to increase spend rose from 59% in 2022 to 88% in 2023. Brands are moving toward permanent QR codes on packaging, using campaigns to deliver unique consumer experiences and gather first-party data. Nearly half of respondents see packaging as the main way to engage customers; many view it as driving loyalty and enabling gamification. Hesitations center on preparedness, cost, complexity and education.
Read at The Drum
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