The Future of Packaging Advertising: Trends to Watch in 2025

As we look ahead to 2025, packaging advertising is evolving rapidly. New technologies, changing consumer behaviors, and innovative business models are reshaping how brands connect with customers through product packaging.

1. Smart Packaging Goes Mainstream

Near Field Communication (NFC) and advanced QR codes are transforming packaging into interactive experiences:

• Instant product authentication
• Personalized content delivery
• Seamless reordering processes
• Dynamic loyalty programs

Brands that embrace smart packaging early will have a significant competitive advantage.

2. Sustainability Meets Marketing

Consumers increasingly demand eco-friendly packaging, but sustainability doesn't mean sacrificing marketing effectiveness:

• Digital-first approaches reduce physical waste
• Reusable packaging with permanent QR codes
• Carbon-neutral campaigns
• Transparency in supply chains

The brands that win will be those that make sustainability part of their marketing story.

3. Hyper-Personalization

Advances in printing technology and data analytics enable unprecedented personalization:

• Location-based offers and content
• Purchase history-driven recommendations
• Customized packaging for segments or individuals
• Real-time campaign adjustments based on performance

Mass personalization at scale is no longer science fiction—it's happening now.

4. Augmented Reality Integration

AR is moving beyond novelty to drive real business outcomes:

• Virtual try-before-you-buy experiences
• Interactive product demonstrations
• Gamified brand engagement
• Educational content delivery

As AR becomes more accessible, expect to see it integrated with packaging on a larger scale.

5. First-Party Data Collection

With third-party cookies disappearing, packaging provides a direct channel for data collection:

• Consensual customer data gathering
• Zero-party data through preference centers
• Progressive profiling over time
• Direct customer relationships

Packaging is becoming a critical tool in the post-cookie marketing landscape.

6. Cross-Channel Attribution

Better tracking technology enables comprehensive campaign measurement:

• Link offline interactions to online behavior
• Unified customer journey tracking
• True ROI measurement across channels
• Closed-loop attribution

Marketers can finally answer: "How much revenue did our packaging campaign generate?"

7. Subscription and Recurring Models

QR codes on packaging enable frictionless subscription onboarding:

• One-scan subscription setup
• Automated reordering
• Flexible subscription management
• Predictable recurring revenue

The easiest subscription to start is one that happens at the point of product enjoyment.

Preparing for What's Next

To stay competitive in this evolving landscape:

1. Invest in Technology: Build or partner for the technical capabilities you need
2. Focus on Experience: Technology should enhance, not complicate, the customer journey
3. Test and Learn: Start small, measure everything, scale what works
4. Stay Customer-Centric: Technology is a means to better serve customers, not an end in itself

Conclusion

The future of packaging advertising is bright, but it belongs to brands willing to innovate and adapt. The tools and platforms exist today to start building tomorrow's customer experiences.

At Onbox, we're committed to staying at the forefront of these trends, providing brands with the platform and support they need to succeed.

What trends are you most excited about? Share your thoughts in the comments below.