The packaging world is evolving rapidly, driven by the growing demand for connected experiences, supply chain transparency, and regulatory compliance. At the heart of this transformation is GS1 Sunrise, an initiative designed to standardise the use of 2D barcodes - QR codes - across products globally. 

The goal? To enable QR codes that not only serve supply chain needs but also engage consumers directly. However, this raises a critical question for brands: do you need two QR codes on your packaging, one for consumers on the front of a product and another for supply chains on the back? Let's unpack what GS1 Sunrise means for brands, explore whether having two QR codes is necessary, and share tips for managing this transition seamlessly.  

Understanding GS1 Sunrise: A Global Shift Toward 2D Barcodes 

GS1 Sunrise isn’t just another industry guideline, it’s a global movement, providing a massive opportunity. Traditionally, products feature linear barcodes (like the classic UPC) for supply chain scanning, whilst brands add separate QR codes for marketing campaigns. GS1 Sunrise promotes the adoption of a single, standardised 2D barcode (a QR code) that can handle both supply chain logistics and consumer engagement.

This dual functionality improves efficiency, reduces costs, and enhances the consumer experience. It also means that if you turn the barcode into a QR code, do you need other QR codes you are using for consumer engagement on the front of pack?

Many packaging experts are predicting a period of transition where brands may be tempted to have 2 QR codes on their packaging - one being a 2D barcode, and the other purely for consumer engagement purposes. The downside of this is two-fold:

1. It's confusing for the consumers looking for information as they have 2 different codes to scan.

2. It's potentially confusing for the technology reading these codes, as non-compliant GS1 QR codes could interfere with the complaint ones.

Let's go deeper into the implications and exceptions of 1 or 2 QR codes / 2D barcodes.

Top Tips: Before adding or redesigning QR codes, consult with your supply chain teams to understand GS1 Sunrise’s implications. Consider using GS1 Digital Link - as well as a QR/NFC management platform to help streamline this integration. 

The Case for a Single QR Code: Less is More 

While it may seem logical to have separate QR codes for supply chain and marketing, having one QR code is often the better choice. A single code reduces packaging clutter, avoids consumer confusion, and simplifies design. Thanks to dynamic QR codes powered by GS1 Digital Link, one code can direct different users to different content. For example, retailers and scanners access product data like batch numbers or expiry dates and consumers are redirected to engaging content like promotions, product information, or loyalty programs.  

Top Tips: Invest in dynamic QR codes that can adapt to the user’s device or context. Platforms like io.tt allow brands to update the content behind the code without changing the packaging, making it easy to manage both supply chain and marketing needs.

When Two QR Codes Might Be Necessary

While the goal is to consolidate, there are scenarios when having two QR codes might still be beneficial:  

• Regulatory Requirements: Some industries (like pharmaceuticals) require strict data segregation. 

• Technical Constraints: Legacy systems may not yet support dynamic QR code functionality (another reason you should consider working with a partner like io.tt). 

• Targeted Campaigns: Limited-time promotions might warrant a dedicated QR code separate from the primary code. 

In these cases, thoughtful placement and design are key to maintaining a clean, user-friendly aesthetic.

Top Tips: If you use two QR codes, differentiate them clearly. Use distinct icons, labels (e.g., “Scan for Product Info” vs. “Scan for Rewards”), and strategic placement to guide the user. A connected experience platform can also help manage multiple codes effectively.

The Role of QR/NFC/Digital ID Management Platforms

Managing QR codes at scale, especially in the context of GS1 Sunrise, can be complex. Brands need to ensure that QR codes are:  

• Compliant with GS1 standards. 

• Dynamic, allowing for content updates post-production. 

• Trackable, providing real-time engagement data. 

A QR/NFC/digital ID management platform like io.tt simplifies this process. It helps brands deploy, manage, and analyse IDs across product portfolios, ensuring seamless integration with supply chain systems and marketing campaigns. This should help a huge proportion of brands to skip the unideal state of having multiple CTAs on their packaging - as tools like io.tt are able to produce dynamic, GS1-compliant codes that can fulfil multiple purposes, both from a marketing and supply chain perspective.

Top Tips: Don’t treat QR code management as an afterthought. Use a centralised platform to control content, monitor performance, and ensure global compliance, all from one dashboard.

Optimising Your Packaging for the Future

The GS1 Sunrise initiative is more than a technical update - it’s a paradigm shift in how brands connect with consumers and manage their supply chains. While the idea of having two QR codes may seem necessary at first, advancements like GS1 Digital Link and ID management platforms often make it possible to achieve both goals with a single, smart QR code. 

Whether you stick with one QR code or use two, the key is to ensure clarity, consistency, and a seamless user experience. With the right strategy and the right connected experience platform, you can turn GS1 compliance into a powerful marketing opportunity. 

If you'd like to talk to us about how to avoid having 2 QR codes on your packaging during the transition, please get in touch - or even start a free trial of io.tt so you can see it in action yourself.