The IBPN wants to create “an industry-wide ecosystem that elevates packaging from purely a product container into a strategic media asset for brands”.
The IBPN is launching with a dedicated stream at the upcoming AIPIA & AWA World Congress in Amsterdam from 23-24 June 2025, headlined by Patrick Collister, former executive creative director of Ogilvy & Mather.
The aim of this new working group, within AIPIA, is to serve as an authoritative body for establishing measurement standards, best practices, and developing ROI frameworks that enable brands to effectively utilise connected packaging within media and marketing strategies.
“The Interactive Brand Packaging Network represents the next step in AIPIA’s mission to advance intelligent packaging,” said Eef de Ferrante, founder and managing director of AIPIA.
“As traditional media channels fragment, packaging remains the most direct and reliable way to reach consumers. This new working group will help establish the frameworks and standards needed to fully realise packaging’s potential as a media channel.”
The initiative’s launch at the Congress will be organised by Jenny Stanley, managing director at Appetite Creative and author of the recently published book Connected Packaging: The Game Changing Marketing Tool, and Paul Simonet, founder of Experience is Everything.
“Packaging has evolved from a passive container into an active consumer engagement platform,” said Stanley. “This initiative represents a crucial step in establishing packaging as a measurable media channel.”
Simonet added: “We're seeing a fundamental shift in how brands need to connect with consumers. Interactive packaging provides the physical touchpoint that digital channels simply cannot match.”
The AIPIA & AWA World Congress programme will also feature expert speakers and case studies from brands and technology providers including AB InBev and GS1, showcasing how interactive packaging can address critical marketing challenges while driving sustainable innovation.
