Dynamic QR codes on packaging that adapt to your evolving marketing strategy
Petite Praline, a premium hazelnut spread brand, demonstrates how CPG companies can leverage dynamic QR codes on product packaging to transform static labels into adaptive marketing tools that evolve with their strategy.
When launching a new consumer packaged good, brands face critical challenges: gathering authentic customer feedback to refine the product, capturing contact information for ongoing engagement, and maintaining marketing flexibility, all while packaging is already printed and in the market. Traditional static packaging offers no way to adapt messaging or collect insights after production.
Dynamic Linkbreakers QR codes were placed directly on product packaging (jar lids) and promotional materials (flyers included with each purchase). These QR codes enabled the brand to change destinations on-the-fly without reprinting: initially directing to their website, then pivoting to Instagram to grow followers, and finally adding a feedback form mid-campaign. Customers could rate the product (0-10), leave comments, and optionally share their email, all before being redirected to the brand's social presence.
Changed QR destination from website to Instagram mid-campaign without reprinting materials, adapting strategy in real-time based on what worked best.
Collected dozens of ratings and comments that revealed a critical insight: the praline hardened when cold. This feedback immediately improved the in-person pitch and led to label redesigns.
Discovered customers were gifting jars to friends in Paris and other regions by tracking scan locations, revealing unexpected expansion opportunities.
Automatically identified brand promoters versus casual customers using AI-powered lead scoring, helping prioritize follow-up and understand customer sentiment.
Tracked every step: whether customers filled the form, skipped it, how long they spent, and if they reached the final destination, providing complete behavioral insights.
Feedback directly influenced product packaging with new tips section, improved sales pitch during the event, and informed future recipe iterations.
Beautiful flyers explaining the recipe, process, and values were included in every purchase bag. The QR code in the center enabled customers to connect with the brand instantly.
Dynamic QR codes were placed directly on jar lids, making it easy for customers to scan and engage. Since they're dynamic, the destination could be changed without reprinting.
A simple feedback form was added mid-campaign in under 2 minutes. Customers could rate the product 0-10, leave comments, and optionally provide their email before being redirected to Instagram.
The first workflow was simple: QR scan → multi-link page asking if they tasted the product → form for those who had → redirect to Instagram. This allowed first-time visitors to provide feedback.
The workflow evolved to include scan detection logic, routing first-time scanners through the feedback form while allowing returning visitors to skip directly to Instagram. This progressive enhancement happened during the live campaign.
Add dynamic QR codes to your consumer packaged goods and start collecting feedback, tracking distribution, and adapting your messaging in real-time.
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