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The AIPIA has launched a new initiative which aims to promote packaging to brands as a vital consumer engagement tool
The Active and Intelligent Packaging Industry Association (AIPIA) has announced the launch of a new initiative designed to promote the use of packaging as a vital consumer engagement channel.
The Interactive Brand Packaging Network (IBPN) aims to serve as an authoritative body for establishing measurement standards, best practices, and developing ROI frameworks for brands to utilise connected packaging within media and marketing strategies.
The stated goal of the network is to “create an industry-wide ecosystem that elevates packaging from purely a product container into a strategic media asset for brands.”
The IBPN will launch with a dedicated stream at the AIPIA’s upcoming World Congress in Amsterdam on June 23rd and 24th. The stream will be headlined by Patrick Collister, former executive creative director of Ogilvy & Mather.
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'.
Paul Simonet, founder of packaging company Experience is Everything, is also organising the launch which aims to promote IBPN's mission to transform packaging into a compelling media channel for advertisers.
The AIPIA & AWA World Congress programme will feature expert speakers and case studies from a range of brands and technology providers, showcasing how interactive packaging can address critical marketing challenges and drive sustainable innovation.
At the congress, the IBPN will also present its inaugural Innovation Recognition Award, celebrating a breakthrough achievement in interactive packaging.
Eef de Ferrante, founder and managing director of the AIPIA, says: “The Interactive Brand Packaging Network represents the next step in AIPIA's mission to advance intelligent packaging.
“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.”
A number of initiatives have recently been launched in the growing packaging sector, aiming to provide support and guidance.
Last month, Easyfairs UK announced the formation of the Easyfairs Packaging Council (EPC), a strategic advisory board designed to shape the future of Easyfairs’ two largest packaging events: London Packaging Week and Packaging Innovations & Empack.
The newly established council brings together a group of industry leaders from across the packaging industry, aiming to offer insights and guidance to ensure that the events remain at the forefront of packaging innovation, sustainability, and technology.
A range of British fibre-based packaging companies also recently formed an alliance in response to the UK government’s Packaging Extended Producer Responsibility (pEPR) laws which recently came into effect.
The Alliance for Fibre-Based Packaging is reportedly working to ensure a level playing field between different types of packaging materials and to protect business interests under the new regimes.
