In this podcast recorded Live during Cannes on 23 June 2026, Efrain and Daniel where joined live in by Sandra Wagner, CEO at AuraVeo, a company that transforms products into intelligent brand assets; Roisin Devine, Senior Digital Manager Pringles at Kellanova; and Amy Andrews, President at Mars United Commerce.
Product Packaging is an often overlooked aspect of FMCG Marketing. And now, a part from being that first impression consumers get, it is now evolving from a physical container into a powerful media, data and engagement channel. In the conversation, we discuss how brands can use connected packaging, QR codes and AI to stand out on crowded shelves, continue the consumer conversation after purchase and create more personalized experiences. From Pringles’ always-on digital platform to AI-powered product companions, the conversation reveals why the future of packaging lies in connecting the physical and digital worlds.
Tune in to hear about:
- Why packaging remains one of the most influential touchpoints in the purchasing journey
- How brands can turn products into interactive, intelligent brand assets
- The role of QR codes in delivering games, content, promotions and personalized experiences
- How connected packaging can generate valuable first-party consumer data
- The importance of having that one-to-one dialog with your consumer
- Why packaging must appeal to humans while also being readable and recommendable by AI
- The importance of cross-functional collaboration between brand, design, digital, legal and supply-chain teams
