Why On-Pack Planning Is More Than a Design Choice
Q1 is when most CPG teams start building the next year's marketing plans.
We're talking budgets, campaigns and retailer priorities. Then packaging usually comes later.
In 2026, that sequencing creates risk. Once a QR code is printed on-pack, it stops being a design element.
It becomes a live digital entry point that needs to stay active, measurable and compliant for the full shelf life of the product.
On-pack now behaves like a channel ... we call it connected packaging.
On-Pack Has Become Promotional Infrastructure
A QR code on packaging can support loyalty programs, instant rebates, sweepstakes, product education and required disclosures.
Unlike paid media, it doesn't turn off when budgets shift. Unlike retailer ecosystems, it travels with the product across stores. Unlike apps, it requires no download.
And once it’s live, it has to keep working.
Campaigns evolve. Terms change. Retail requirements vary. Packaging doesn't. Static destinations aren’t built for that.
Where On-Pack Breaks Down
Most on-pack underperformance doesn’t come from lack of creativity but from predictable operational gaps. A few mistakes show up again and again:
- The QR doesn’t scan reliably. Printed packs behave differently than digital proofs. Lighting, angles and device differences matter. If it doesn't work in real-world conditions, nothing downstream matters.
- There’s no clear objective. Every scan should lead somewhere specific; opt-in, entry, receipt upload, store locator or loyalty enrollment. Without a defined outcome, scan volume might exist, but performance doesn't.
- The experience creates friction. If the journey after the scan isn't fast, clear and mobile-first, completion drops. At the moment of choice, even small friction points matter.
- You can’t prove what’s working. Scan counts alone aren't enough. Brands need to track actions; registrations, uploads, entries, repeat engagement and understand where users drop off.
- The experience breaks after launch. Packaging often stays in the market longer than the campaign behind it. If the destination can't be updated, or if ownership isn't clear, performance degrades quickly.
Learn More
Caleb Sheppard is speaking at BACi On Location in Charlotte, North Carolina, on May 13. It's the first in-person standalone summit for the BevAlc Commerce Initiative share group.
Sheppard will share real-life case studies and discuss how BevAlc brands can navigate compliance, retailer and state restrictions to drive measurable in-store results.
For the updated speaker lineup and other details, visit our Share Groups page.
What the Best Teams Do Differently
The brands getting the most out of on-pack aren’t treating it as a one-time activation. They're planning for it upfront.
That means:
- Testing real printed packs, not just designs. A sticker is another safe start.
- Defining one clear outcome per experience.
- Designing mobile-first, low-friction journeys.
- Measuring actions, not just scans.
- Keeping the experience updateable after launch.
This is where connected packaging starts to matter. The physical pack stays the same. The experience behind it doesn't have to.
Plan It Early or Pay for It Later
If a QR code is planned to support loyalty, rebates, sweepstakes or retailer-specific programs, those use cases need to be mapped before packaging goes to print.
The question is no longer: "Where should the QR code go?" It's: "What does this pack need to support over time?"
As packaging takes on more responsibility in 2026, brands that treat on-pack as managed infrastructure and not just design reduce risk as well as improve performance.
Because once it's printed, you're not just shipping a product. You're launching a channel.
About the Author
Caleb Sheppard is the managing partner at AirBaton, a consumer promotions platform for loyalty programs, instant rebates, sweepstakes and connected packaging. He works with CPG and regulated brands to design compliant, retailer-agnostic promotional programs that validate purchases in real time and capture first-party consumer data without requiring a mobile app.
