The Active & Intelligent Packaging Industry Association (AIPIA) has launched the Interactive Brand Packaging Network (IBPN), an initiative aimed at transforming packaging into a strategic media and consumer engagement channel.
The IBPN seeks to establish an industry-wide ecosystem that positions packaging not just as a product container, but as a key asset for brands’ media strategies. It will officially debut at the AIPIA and AWA World Congress in Amsterdam, taking place from 23-24 June 2025. The event will be headlined by Patrick Collister, former executive creative director of Ogilvy & Mather.
Eef de Ferrante, founder and managing director of AIPIA, explained that the new network would help establish measurement standards and ROI frameworks, enabling brands to effectively leverage connected packaging in their marketing efforts. He added that the IBPN 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,” he continued. “This new working group will help establish the frameworks and standards needed to fully realise packaging’s potential as a media channel.”
The launch will be led by Jenny Stanley, managing director at Appetite Creative, and Paul Simonet, founder of Experience is Everything. Their combined expertise in connected packaging and brand engagement will set the stage for the IBPN’s mission to elevate packaging as a measurable media channel, said the AIPIA.
