Smart Packaging Examples: 12 Brands That Nailed It

Smart packaging isn’t your run-of-the-mill packaging—it’s designed to forge a deeper connection between the brand and the customer. From accessible designs for people with visual impairments to augmented reality (AR) experiences that bring packaging to life, smart packaging goes the extra mile. 

Today, we’re showcasing 12 brands that didn’t just meet the brief—they crushed it. Let’s take a look at these packaging examples in action!

Note: The brands discussed in this article were found during our online research.  

12 smart packaging examples 

These examples of smart packaging show us how technology drives more innovation, using everything from QR Codes on product packaging to NFC (near-field communication) chips. These brands are pushing the boundaries of what’s possible with tech. 

1. Puma goes green with smart, eco-friendly packaging 

Saving the planet, one green box at a time—Puma is reimaging its shoeboxes as part of a bold sustainability push. Teaming up with designer Yves Béhar, they’ve created the “Clever Little Bag”—a recycled, all-in-one show box and shopping bag combo. 

The Clever Little Bag checks all the smart packaging boxes: it’s made from recycled materials, it slashes cardboard use by 65%, and saves 20 million Megajoules of electricity and 1 million liters of water every year.

Puma’s green initiatives have not gone unnoticed, proving that innovation thrives where sustainability and smart packaging meet. 

2. Kellogg’s cereal boxes power up engagement 

Imagine diehard fans of Mario Kart strolling down the grocery aisle, only to spot Mario himself—red cap, white gloves, blue overalls, and all—on a cereal box. Nintendo and Kellogg’s brought this dream to life by embedding NFC tags into their cereal packaging. 

With a quick tap of a Nintendo Switch Controller, fans can collect gold coins or a heart to keep the game going. But that’s not all Nintendo and Kellogg’s had in store for their fans: These cereal boxes also work as Amiibo accessories—interactive cards that unlock extra power-ups in Mario Kart. It’s another reason for fans to grab another cereal box and keep the fun going!

3. Hershey’s showcases transparency via QR Codes 

Hershey’s Holiday Kisses is doing much more than just satisfying sweet tooth cravings—they’re going above and beyond by offering customers a glimpse into their product ingredients, how they’re made, and where they come from. Thanks to QR Codes, customers can easily scan to learn more. 

The brand has launched a first-of-its-kind SmartLabel program that uses smart packaging QR Codes to share nutritional facts, allergen information, and company contact details. 

This QR Code makeover empowers customers to dive deeper into the product, allowing them to ponder their choices before purchasing. This smart packaging example is a call to action for consumer packaged goods and food brands to strengthen their connection and communication with customers. 

Learn how you share more product transparency with 2D Barcodes. 

4. Skittles promotes Pride Month through AR QR Codes 

Skittles packaging received a special pride makeover by LGBTQ+ artists, presenting a fresh look for their limited-edition pride packs. The vibrant rainbow colors we associate with Skittles were temporarily stripped down to a muted grey, symbolically giving the rainbow back to the queer community and amplifying their voices during Pride Month.

As allies of the LGBTQ+ community, Skittles also provided a platform for six LGBTQ+ artists to showcase their artwork. By scanning the QR Code on the packaging or visiting the website, customers can access an immersive AR experience that lets them download pride-inspired wallpapers as well as learn more about each artist. 

This AR QR Code experience delivers a unique digital experience that elevates the voices of LGBTQ+ artists and the community as a whole. 

Discover more about the blend of QR Codes and allyship in our blog about LGBT QR Codes.

5. Marks and Spencer uses QR Codes for a cancer campaign 

Marks and Spencer (M&S) is rolling out a powerful message with their packaging by raising bowel cancer awareness across their UK stores. Partnering with Bowel Cancer UK for the #GetOnaRoll campaign, they’ve printed QR Codes right on their branded toilet packaging, allowing customers to scan and learn more on Bowel Cancer UK’s website. 

These special toilet roll packs empower shoppers with knowledge about symptoms and early detection—because understanding the signs can truly save lives.

Since the campaign launched in 2022, other stores like Lidl and Ocado Retail have joined the cause, coming together to spread the word about bowel cancer. 

6. PepsiCo’s uses QR Codes to boost brand engagement and sales 

PepsiCo’s collaboration with Bad Bunny hit all the right notes with its “Press Play on Summer” campaign featuring QR Codes on limited-edition Pepsi bottles. 

These QR Codes unlocked a digital portal to Apple Music, where customers could enter competitions to win big—Pepsi swag, Beats by Dre headphones, and even tickets to live Apple Music events. These QR Codes made the packaging smarter and more interactive. 

The campaign wasn’t just about music and prizes—Pepsi’s goal was to drive traffic to their websites while rewarding customers with three months of Apple Music free of charge. Both brands benefit from this collaboration, gaining first-party data from scan metrics, boosting brand engagement, and driving more online traffic. It’s truly a win for all! 

7. Herbal Essences AR packaging for a cause  

When Herbal Essences decided to take a more sustainable approach with their packaging, they turned it into an exciting opportunity to connect with customers and share their values. 

As part of their “Waves of Change initiative”, they joined forces with Tactic to launch an AR experience that transported users to an immersive beachfront. The digital experience included an educational video that highlighted their commitment to sustainability: Bottles from the campaign were made from 25% beach plastic. Now that’s what we call a beach clean-up!  

Once the video ended, customers were invited to play a game by swiping to clean up the virtual plastic waste. This interactive element is tied into the beachfront narrative, inspiring customers to support brands making waves for the planet. 

8. SwissSalary employs NFC tags for personalization 

Software company SwissSalary partnered with Univerre for their tenth anniversary with a cutting-edge twist: smart packaging glass bottles. They didn’t hold back, hosting contests with 60 exciting prizes up for grabs. With Univerre’s expertise, SwissSalary infused NFC tags and digital printing into the bottle design, creating personalized glass packaging and glasses. 

The star of the show was the intelligent ginger liqueur bottle—a colorful maximalist liquor bottle design featuring an NFC tag embedded underneath the graphic. Attendees simply scan the tag with their smartphones to access a photo box, where their photos were compiled into a photo album showcased at the event. 

This smart packaging example demonstrates how NFC tags can gamify and personalize the customer experience by merging the physical with the digital. 

9. Always Decreet creates accessible packaging 

Always Discreet, a personal care brand, teamed up with NaviLens—a company known for its unique QR Code technology that helps people with visual impairments navigate public transport and access product information. 

Always Discreet introduced new packaging featuring NaviLens codes at the front to make their products more inclusive. When scanned, these codes voice all the key details, from usage and disposal instructions to product information, making info easily accessible for customers with visual impairments.

This is a fantastic smart packaging example of how brands can put accessibility at the forefront of package design, making it more inclusive and improving the shopping experience overall. 

For more insights on how smart packaging enhances accessibility, check out our blog post about QR Code accessibility. 

 10. Ethical Bean Coffee shares product traceability with customers 

Ethical Bean Coffee, a Fairtrade Certified Organic brand, is brewing up even more transparency in its commitment to responsibly sourced beans and eco-friendly practices.

By adding QR Codes to their coffee bean bags, they’re inviting customers to trace the journey from bean to brew. With a quick scan, coffee lovers can learn about the entire coffee process—discovering which Fairtrade cooperatives grew the beans, when and how they were roasted, and how they score on sweetness, acidity, and more.

For both the coffee enthusiast and eco-conscious consumer, it’s a caffeinated rush to know that their coffee beans come from brands that truly care about the farmers and the environment. 

11. Bulgari boosts customer engagement with NFC tags 

Fashion house Bulgari stepped into the future when they joined forces with Temera on a new project that gives their products a digital voice, inviting customers to explore new and unique experiences with the brand. 

Each item within their “BVGULAR TOVCH” collection features a discreet NFC chip hidden under the brand logo, activated with a simple tap on a smartphone. The concealed NFC tag is like a secret, known only to customers, perfectly capturing the allure of exclusivity. 

With one tap, customers can find the item they purchased and unlock an authentic, personalized experience crafted just for them. This is where luxury meets innovation. 

12. Hungry Jack’s gamifies packaging 

After the smashing success of Hungry Jack’s Uno Campaign, where customers peeled Uno cards from packaging to win prizes worth $87 million, the brand leveled it up with a smart packaging element: QR Codes. 

By adding a QR Code to their packaging, Hungry Jack’s made it easy for consumers to participate in the game. Scanning the QR Code takes them to the Hungry Jack’s App, where they can explore more of the brand’s offerings and stay engaged. This creates a smooth transition from offline packaging to the brand’s online world. 

To take the game a step further, the brand introduced a “Collect to Win” feature, allowing customers to instantly win cash through QR Codes, which can be stored in the app for use on their next purchase. This smart packaging example shows us how combining gamification and competition can supercharge consumer interaction and engagement. 

Get smarter with QR Codes

Smart packaging creates a direct line for brands to connect with their customers through digital experiences that tell meaningful stories—whether about sustainability, allyship, inclusivity, and so much more!

These smart packaging examples also demonstrate how successful partnerships lead to better results and reveal the myriad opportunities for engaging with customers, ultimately forging closer bonds between brands and consumers. 

QR Codes show us just how easy it is to bridge the gap between physical packaging and the digital world, from showcasing product transparency and authenticity to creating immersive AR experiences. 

Try QR Code Generator PRO for free today and start creating novel digital experiences that make your packaging more connected.