INTERACTIVE PACKAGING
THE MOST SUCCESSFUL INTERACTIVE PACKAGING EXPERIENCES ARE THOSE WHICH ARE ABLE TO SOLVE A GENUINE CONSUMER
PROBLEM, RATHER THAN EXISTING SOLELY FOR NOVELTY
(Jenny image caption) Connected packaging is physical product packaging enhanced with digital technology that allows consumers to access an online or interactive experience directly from the pack.
passport compliance, and 75.5% are increasing digital marketing spend in 2026. Compliance and engagement are no longer competing forces – instead, they are converging. The real opportunity here lies in
categories with stories, emotion, and giftability. Those brands combining playfulness with utility, backed by robust
technology platforms and supported by authentic storytelling, are the ones most likely to succeed. Packaging has always been an
experience as important as the stuff inside. Now, finally, we have the digital tools to prove this. There’s nowhere to hide anymore, no excuses. Get it right, and
the impact is night-and-day. Get it wrong and consumers will notice instantly. For confectionery companies
considering this space the advice must be to start strategically and invest in interactive experiences that your consumers genuinely want, not just those experiences that you want to broadcast.
AUGUST/SEPTEMBER 2026 • KENNEDY’S CONFECTION • 51
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