Dan Pereira
Executive Director, Strategy
From Barcode to Brandcode
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It all started with a beep. For 50 years, the UPC barcode has powered retail efficiency. But in today’s world of instant access, personalized experiences, and rising consumer expectations, it’s showing its age. Consumers now want more than fast checkout; they want to know where a product comes from, how it's made, and deeper product information at their fingertips. In fact, 77% say product information is critical to their purchase decisions, and 62% are willing to pay more for brands that provide it.
That red laser might still scan, but it can’t deliver the experiences modern shoppers crave. Enter Project Sunrise 2027, a global initiative to transition from static 1D barcodes to dynamic, data-rich 2D barcodes. This shift opens the door to richer brand storytelling, authentication, sustainability insights, and real-time consumer engagement — all from a single scan. It’s time to rethink what packaging can do.
The Connected Product Experience Starts Here
In response to evolving consumer expectations, GS1 US has introduced a new global standard for 2D barcodes, transforming the traditional GTIN into a gateway for richer digital experiences. This new standard extends product data far beyond the shelf, turning every package into a dynamic digital touchpoint. With the framework in place, retailers are already upgrading their systems to support these smart, data-rich codes, and marketers now have a bold new way to connect, convert, and build loyalty, right from the pack.
Sunrise 2027 brings this opportunity to life, marking a pivotal shift — not just in retail operations, but in how brands engage shoppers. Powered by the GS1 Digital Link, these next-gen barcodes are built for dual use: one scan for checkout, another for deeper consumer engagement — no apps, no friction. Each product becomes a portal to brand-controlled content like product verification, ingredient sourcing, personalized offers, AR experiences, and loyalty rewards. For marketers, it’s a flexible, scalable tool that can adapt by campaign, season, context, location, or consumer behavior.
Transform Packaging Into a Powerful Touchpoint
Now is the time to reimagine what packaging can do. Here are just a few of the ways 2D barcodes can be used to elevate the experience from functional to unforgettable.
- Engage deeper, faster. Deliver rich, interactive content right from the pack. Think stories, AR, and behind-the-scenes moments that bring your brand to life.
- Build trust through transparency. Enable traceability and authenticity at the scan, especially for categories facing counterfeiting or where sourcing and sustainability matter.
- Drive loyalty without friction. Connect shoppers to post-purchase journeys, rewards, and retention programs — no app required.
- Activate in real time, without reprinting. Push dynamic offers, localized messaging, or seasonal content while keeping the same physical packaging.
- Educate and inspire at the shelf and at home. Share how-to content, recipes, tips, and social proof that make your product more useful and more loved.
- Surprise and delight in the moment. Deliver unexpected promos, exclusive access, or gamified moments that create shareable joy with a single scan.
- Unlock behavioral insights with every scan. Turn anonymous interactions into valuable 1P data to fuel personalization, retargeting, and future campaigns.
- Signal sustainability with substance. Reduce packaging clutter while still providing recycling info, certifications, and environmental claims.
- Simplify post-purchase support. Give consumers access to warranties, refills, FAQs, or customer service, right when they need it.
For CMOs and brand builders, this isn’t just a barcode upgrade — it’s a strategic inflection point. A chance to make packaging work harder, smarter, and more meaningfully across the entire consumer journey.
Early Adopters, Elevated Experiences
Puma, PepsiCo, and P&G are proving that a barcode can do more than check out. They’re using GS1 Digital Link technology to unlock storytelling, transparency, and smarter operations right from the pack.
- Puma is integrating 2D barcodes to enhance consumer engagement directly from the product. Shoppers can scan a product’s barcode with their smartphone to access rich, branded content, such as product stories, care instructions, and sustainability information — without needing a separate app. This turns each product into a direct marketing channel, reinforcing Puma’s brand narrative in a more interactive and personalized way.
- PepsiCo is using GS1 Digital Link barcodes to streamline its supply chain and provide greater transparency to consumers. By embedding more data into each product’s barcode, PepsiCo can ensure fresher inventory, enable better traceability, and help retailers manage stock more efficiently. This move also supports sustainability goals by reducing waste and improving recall management.
- Procter & Gamble is embracing 2D barcodes as part of a consumer-first digital packaging strategy. The company sees the technology as a way to offer real-time information tailored to consumer needs — like usage tips, safety info, or promotional offers — while still maintaining full functionality at checkout. P&G is positioning 2D codes as a bridge between product trust and personalized value at scale.
Starting the Journey Towards Smarter Packaging
To fully unlock the potential of 2D barcodes, brands should start laying the foundation for transformation today. It may feel like a big lift, but there are clear steps to help you get started with confidence.
Now
- Audit your landscape. Review current systems, digital content, consumer experiences, and data readiness.
- Understand your consumer. Identify barriers, key moments, and content needs at different stages of the journey.
- Identify pilot candidates. Choose a few products to test 2D barcodes on, map technical infrastructure requirements, and learn from consumer interaction.
- Capture early insights. Define a measurement plan, and use a pilot to inform a broader content strategy, UX design, and integration with retail/media channels.
Next
- Scale with purpose. Expand 2D across product lines while refining technical and creative workflows.
- Build cross-functional momentum. Align marketing, IT, supply chain, sales, and digital teams around the opportunity.
- Embed operational readiness. Ensure infrastructure and partners can support wider rollout.
Future
- Make 2D the standard. Transition fully to 2D barcodes as a new product communication channel
- Unlock smarter experiences. Deliver personalized content, dynamic offers, education, sustainability insights, or loyalty drivers at scan.
- Turn every package into a platform. Elevate packaging from static to strategic across the full consumer journey.
Of course, like any transformation, there are challenges to solve. Data security and privacy must be built into every step, especially as brands begin collecting and leveraging 1P insights from scanned interactions. Just as important is the task of education, helping both internal teams and consumers understand the value of 2D codes in elevating the experience from static packaging to dynamic storytelling. Brands that act now will be in the best position to lead by creating meaningful, connected product moments that build trust, inspire loyalty, and deliver measurable impact in every scan.
Whether you’re just starting to explore 2D barcodes or ready to scale adoption, CourtAvenue can help you map the right approach — from pilot to platform. Let’s turn packaging into your next growth channel.