How Connected Packaging and GS1 Digital Links Redefine Consumer Engagement

At the 2024 AIPIA World Congress, BL.INK's Executive Director, Andy Meadows, shared a vision that’s reshaping how brands connect with their consumers: combining connected packaging and GS1 Digital Links to give consumers immediate access to verified information, enabling brands to build trust with consumers in an increasingly cluttered digital world.

Consumer Behavior Today: The Disconnect with Brands

The modern consumer journey is fragmented. Consumers are “connected” but often not directly to the brands they purchase from. Instead, they turn to search engines, social media, and third-party websites, encountering a mix of genuine and potentially misleading information. This lack of brand ownership over the customer journey leaves critical moments untapped, affecting brand trust and engagement. What’s more, brands that engage with existing customers can more efficiently build brand loyalty that increases revenues, but they're spending millions to reach potential new customers. 

One of Andy’s key points is that brands need a more reliable way to interact directly with consumers directly from their product packaging. QR codes/2D barcodes (also known as GS1 Digital Link) will replace standard UPC barcodes on every product by 2027, effectively creating a new, direct channel for consumer/brand connection. Brands can share all types of information when consumers scan this code on packages. Consumers access a digital ecosystem tailored by the brand itself to share accurate, immediate product information.

Rising Consumer Concerns in the Digital Era

Consumer confusion is growing in an era filled with phishing scams, fraud, and fake information online. This affects the trust between consumers and brands, especially when critical product information is fragmented across the internet. As Andy emphasized, GS1 Digital Links can lead to mobile microsites that  become a central hub for product information, authenticity verification, and personalized engagement—all controlled by the brand.

This “always-on” connectivity lets brands reconnect with consumers in real time. Connected packaging makes it easy for brands to guide customers directly to trusted information, cutting through the noise of search engines and social media. By meeting consumers where they already are—the product in their hands—brands can deliver value with each scan, unlocking a new path for engagement.

GS1 Digital Links: Building Trust and Unlocking New Touchpoints

GS1 Digital Link transforms packaging from mere product housing into a robust touchpoint for consumer engagement. By integrating these links into their packaging, brands go beyond GTINs (Global Trade Item Numbers) into unique, scannable portals to real-time, tailored content. This connection between physical and digital worlds empowers brands to deliver information such as product origin, sustainability practices, or marketing campaigns, directly through a QR code or 2D barcode.

Mobile microsites for each product, otherwise known as Digital Product Passports (DPP), embedded within the GS1 Digital Link enhance trust and transparency by consolidating relevant product data into a single, accessible source. When a consumer scans the code, they see information like manufacturing details, ingredients, or use instructions, which can be updated dynamically. These passports are more than just information hubs; they’re a way for brands to own the entire lifecycle of the product and the relationship with the consumer, positioning the brand as a trusted source in a sea of third-party content.

The Future of Consumer Engagement: Always-On, Real-Time Interaction

Looking forward, Andy painted a compelling picture of a “consumer-centric journey,” where every product becomes an interactive gateway for consumers. In this vision, connected packaging enables brands to listen and respond in real time, adapting the experience based on current consumer demands or situational changes.

In this future, products are no longer just items on a shelf; they’re dynamic channels that adapt based on consumer needs. This innovation not only transforms products into media channels but also saves brands money by reducing the need for broader advertising on platforms like paid search, where control is limited. By refocusing on product packaging as a communication channel, brands can make financially sound choices that directly benefit their consumers.

Connected Packaging Increases Loyalty, Agility, and Transparency

Brands that adopt GS1 Digital Links and product microsites now will have a 3-5 year advantage over those who delay, as packaging and process changes can take months to implement. Brands that wait until closer to the 2027 deadline for GS1 Digital Link may experience delays in getting help from qualified vendor partners. 

And brands implementing connected packaging and GS1 Digital Links will lead in loyalty, agility, and consumer trust. Real-time access to data creates feedback loops that help brands quickly respond to consumer trends, new safety information, or even product recalls. As more brands adopt this approach, Digital Product Passports will become trusted sources of information, helping companies solidify their place in consumers’ lives as reliable, transparent entities.

Connected Packaging Reaches Global Local Audiences

Andy shared case studies to demonstrate the real-world impact of connected packaging. For example, Coca-Cola partnered with Marvel to launch a global campaign featuring limited-edition packs and an immersive AR experience using QR codes from BL.INK. This campaign achieved over 1.95 billion global impressions, showing how brands can capitalize on interactive packaging to engage with their customers on a massive scale.

Nestlé also adopted custom QR codes on Cheerios and Trix products, enabling consumers across 18 countries to access localized information and marketing campaigns tailored to their region. By utilizing connected packaging, Nestlé created a direct link to consumers, enhancing the customer journey and building loyalty in diverse markets.

GS1 Digital Link: A Call to Action for Brands

Andy concluded with a clear call to action for brands: don’t wait until 2027 to embrace connected packaging and GS1 Digital Links. Brands that act now will have a substantial head start, enjoying the benefits of increased consumer loyalty, deeper engagement, and meaningful data insights. In a landscape where consumer behavior is evolving rapidly, now is the time to invest in direct-to-consumer interactions that build trust and add value.

With connected packaging and GS1 Digital Links, brands can finally put themselves at the center of the consumer journey, providing transparency, engaging experiences, and an unmatched level of trust. As Andy’s presentation made clear, this is not just an opportunity; it’s a necessity for brands that want to remain competitive and lead in an increasingly digital world.

BL.INK offers the fastest implementation and time-to-value for GS1 Digital Link. Watch our on-demand webinar and schedule time to talk today.