THE AIPIA (Active & Intelligent Packaging Industry Association) has announced the launch of the Interactive Brand Packaging Network (IBPN), a new initiative designed to establish packaging as a recognised media and consumer engagement channel.
The IBPN aims to create an industry-wide ecosystem that elevates packaging from purely a product container into a strategic media asset for brands.
The IBPN launches with a dedicated stream at the upcoming AIPIA & AWA World Congress in Amsterdam in June, 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 return-on-investment (ROI) frameworks that enable brands to 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 MD 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 will be organised by two prominent industry figures, Jenny Stanley, MD at Appetite Creative and author of the recently published ‘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 Jenny Stanley. “This initiative represents a crucial step in establishing packaging as a measurable media channel.”
“We’re seeing a fundamental shift in how brands need to connect with consumers,” added Paul Simonet. “Interactive packaging provides the physical touchpoint that digital channels simply cannot match.”
In addition, the AIPIA & AWA World Congress programme will feature speakers and case studies from brands and technology providers, including AB InBev and GS1, showcasing how interactive packaging can address marketing challenges while driving sustainable innovation.
The network will present an inaugural IBPN Innovation Recognition Award at the Congress, celebrating breakthrough achievements in interactive packaging.
