The Best (and Worst) Examples of QR Codes on Product Packaging
We are passionate about creating great promotional packaging. The best QR code product packaging has a call to action, is engaging, informative, and promotes brand awareness. QR codes can inform users about the product, link to a competition or even a game the brand has created. As more and more QR codes emerge on packaging we want to point to the great (and not-so-great) among them. Here are the best (and worst) examples of QR code packaging.
Madri
Madri has offered the opportunity to ‘paint your pint’ to win a trip to Madrid. Scanning the code leads users to a website where they can design their glass in celebration of the launch of their limited edition colourful glass.
Why We Like It
Activity- The code leads to a website allowing people to paint their pints. This is fun and engaging creating a brand experience and fond memories of engagement with the brand.
Cohesive- A trip to Madrid is the perfect prize for the brand whose slogan is ‘The Soul of Madrid’. Similarly, the glass design was designed by an artist from Madrid. The competition educates people on aspects of their brand.
Setting- The QR code can be found on signs in pubs and bars and the glasses themselves. They are advertising their beer and competition in the ideal location as people are already considering ordering a drink and might decide to try Madri.
Overall, Madri has done a great job with this campaign as they have put the QR codes in the right locations and designed a competition that echoes and celebrates their brand values.
Walkers X Ghostbusters
Walkers introduced Ghostbusters packaging and offered customers the chance to win private (and standard) screenings of the new movie. There were hourly prize draws and every entry also gave you the chance to win a trip to New York!
Why We Like It
Convenience- Often QR codes are a convenient way to add something to packaging. Customers are more likely to scan a QR code than to search a long URL. Therefore, using a QR code as an entry into a competition is a great idea.
Promotional Packaging– As well as the code, Walkers created themed packaging. This has a two-pronged effect. Firstly retailers are more likely to advertise promotional packaging. Secondly, consumers are more likely to make the purchase.
Informative- Scanning the code led users to a page that allowed them to enter the competition. However, they could also watch the trailer of the film. This further incentivises people to watch even if they do not win tickets.
Overall, QR codes work great to support a promotional competition. They incentivise more people to enter and can be part of a fun packaging design.
Coca-Cola
Coca-Cola has launched new packaging for summer with their Endless Summer Pass Campaign.
Simply scan the QR Code found on the packaging, then download the Coca-Cola app. Once downloaded, games can be played in an attempt to win prizes!
Why We Like It
Call to Action- In a bid to win people are very likely to scan the QR code. Incentives are really helpful to encourage participation.
Gamification– They have utilised gamified promotions. These are naturally addictive and thus consumers become invested and buy more drinks to play more games.
Engaging- This promotion creates excitement around summer and the music events coming up. It directly connects Coca-Cola to the fun thus making it the drink of the summer!
Overall, this is an excellent example of a QR code promotion.
Aperol Spritz
Aperol have added QR codes to their bottles. Customers must scan the code in order to unlock the perfect recipe.
Call to Action- To get the measurements to make an Aperol Spritz, consumers must scan the code. This is a big incentive for consumers, making them more likely to use it.
Space Effective- This is a great way to incorporate the ‘perfect’ recipe into the product’s packaging without taking up too much space. The packaging remains classy and simple however the QR code unlocks the full recipe.
Engaging- The code brings customers to the main website thus allowing them to view other events and promotions that Aperol runs.
This is a great example of utilising QR code packaging to incorporate additional information without ruining the packaging design.
Rowntree Watermelon Ice Lollies
We spotted a QR code on the back of Rowntree’s Watermelon Ice Lolly packaging. Although QR codes can be great additions to packaging, in this instance Rowntree’s did not optimise their full potential.
Why We Like It.
Incorporation- The QR code is easily located at the back of the packaging. We want to ensure that QR codes are accessible to encourage use.
Website- The QR code leads to Rowntree’s website so consumers can see other Rowntree products.
Where It Falls Short
Call to Action- The code is simply labelled ‘find out more’. This does not encourage consumers to scan the QR code as there is no indication of the benefits of doing so.
Engagement- When the code is scanned there are no elements to interact with. We suggest brands connect codes to pages that offer some engagement. Rowntree could easily add a game, spin-to-win feature, or another interactive element to the page.
Gosh!
Gosh! have added a QR code to their falafel packaging. Consumers scan the code to access recipe ideas for the falafels. This is an excellent example of QR code packaging.
Why We Like It
Call to Action- The packaging indicates why people should scan the QR code. This is important to encourage consumers to engage.
Functionality- The landing page has many recipes that include Gosh! falafels. There are loads to choose from and they are all very nutritious. This provides a service to the user.
Interactivity- The website gives you the ability to filter the recipes based on: the number of people, type of meal, skill level, hot or cold and spiciness. This is hugely beneficial and encourages users to interact with the website.
Brand Image- Providing this many recipes and ideas to consumers is great for brand awareness and sales. Consumers will begin to associate Gosh! with this feature driving sales for Gosh! products. Furthermore, Gosh! promotes itself as a brand that cares about its customers as it provides many helpful features through its QR code packaging.
Overall, we love this new packaging as it ticks all the boxes for great QR code packaging.
At Return2Sender, we run lots of on-pack promotions and are experts at creating packaging that engages consumers and meets brands’ needs. Click here for examples of our previous work.
Get in touch here to start creating equally excellent QR code packaging for your brand