Turn a Compliance Mandate into a Brand Moment: How to Leverage GS1 2D Barcodes for Engagement

By 2027, brands will begin transitioning to GS1’s new 2D barcode standard as part of Sunrise 2027, a global initiative to modernize product identification. But savvy marketers aren’t treating this as just another regulatory hurdle; they’re turning it into a golden opportunity.

Done right, your packaging won’t just check a compliance box. It’ll become a direct-to-consumer marketing channel, loyalty driver, and data goldmine.

With the approaching “Sunrise 2027” compliance deadline, discover how 2D barcodes are transitioning to smart packaging, what this means for marketing and brand strategies, and innovative ways brands are using 2D barcodes to engage directly with consumers.

How to Use GS1 QR Codes for More Than Just Compliance

Transform your business with the power of 2D barcodes and GS1 Digital Link standards. Picture customers scanning a simple bottle and instantly accessing authentic verification details, effectively combating counterfeits and safeguarding your brand’s integrity. Unlock a world of personalized experiences. Imagine offering custom cocktail recipes unique to every city or season, alongside exclusive loyalty rewards and behind-the-scenes content, creating unforgettable engagement at your fingertips.

Industry leaders report that brands adopting these innovative smart packaging solutions see up to a 64% increase in conversions from scanned interactions. This boosts customer engagement and lowers acquisition costs by capturing valuable first-party data directly from consumers.

This technology will help transform your engagement strategy and ensure your brand’s future success by effectively using GS1 2D barcodes.

Real-World Activations to Inspire Your Brand

Thanks to innovative platforms like Rainfall and Drinkubator, the playbook for leveraging GS1 2D barcodes is rapidly evolving. Here are some exciting ideas to incorporate GS1 2D barcodes and enhance your operations:

• Loyalty & gamification: Unlock digital collectibles or exclusive content by scanning your label—on the shelf or at home.
• Purchaser-specific content: Celebrate birthdays, local events, or seasonal occasions based on scan data.
• Location-driven experiences: Activate content tied to sports stadiums, concert venues, or even theme parks.
• Gather feedback: Lightweight surveys or polls turn a scan into a direct line for customer sentiment.
• Brand storytelling: Drip-feed your origin story or sustainability initiatives through scan-triggered content..

Know the Tech Behind Dynamic QR Codes

None of this is possible without the right backbone: dynamic QR codes, which are URLs that can change post-print to adapt your campaigns in real time; serialized codes, giving each item a unique identity for anti-counterfeit checks and personalized journeys; and integration with your CRM, so your scan data becomes actionable marketing fuel.

Execute Smart Packaging Correctly with RLG

Even the best digital strategies can fail if packaging doesn’t scan correctly, which is necessary for product tracking and authenticity. Melanie Virreira, VP of Strategic Marketing at Resource Label Group, stresses the importance of smart design, such as quiet zones, blank spaces that help scanners distinguish data from graphics, and high contrast between the code and background.

Choosing the right printing process is also crucial. Static barcodes can often be printed with conventional flexography, but dynamic or serialized codes that change or are unique require digital or hybrid printing. Hybrid printing combines traditional and digital methods, keeping brand colors and embellishments while adding serialized data.

During the Sunrise 2027 transition, GS1 recommends including both a traditional UPC and a 2D barcode on packaging.  This dual-marking strategy helps ensure compatibility with point-of-sale systems and maintains scanning continuity across retail environments.

Turn the Sunrise 2027 Deadline into an Opportunity

By 2027, compliance won’t be optional. But how you leverage it can set your brand apart. So, if you’re ready to turn GS1 compliance into your next marketing edge, let us help your team build a connected packaging strategy that drives loyalty, engagement, and incremental sales.