Markem-Imaje has introduced two new Software-as-a-Service solutions — CoLOS 2D Activate and CoLOS 2D Engage — alongside expert consulting services, designed to help packaging manufacturers deploy GS1 Digital Link QR codes and prepare for a rapidly evolving regulatory environment.
The newly launched SaaS platform enables global consumer packaged goods and fast-moving consumer goods brands to create, organize, activate, and manage both static and dynamic GS1 Digital Link QR codes. According to Markem-Imaje, the platform supports compliant 2D code deployment while simultaneously allowing manufacturers to collect first-party data and lay the groundwork for future digital product initiatives.
Viktor Hermansson, Global Marketing Director at Markem-Imaje, explained the thinking behind the launch: “Our new CoLOS 2D Activate and CoLOS 2D Engage solutions enable brands to transform QR codes from a compliance requirement into powerful digital experiences that deliver real value to consumers. With GS1 Digital Link, a single QR code can support retail checkout, supply chain visibility, regulatory transparency, and personalized consumer engagement. Combined with Markem-Imaje’s expert consulting services, manufacturers now have a complete pathway to assess their readiness, implement compliant 2D codes, and unlock the full potential of connected packaging.”
The two modules serve distinct but complementary functions within the connected packaging ecosystem.
“CoLOS 2D Activate gives manufacturers full control of GS1 Digital Link QR codes after printing through digital content management, URL destination management, scan data analytics, and enterprise data integration,” the company explains. The platform integrates with production and product data from CoLOS, ERP systems, CRM platforms, and loyalty or coupon programs through application programming interfaces.
“CoLOS 2D Engage enables marketing teams to design, publish, and manage personalized consumer experiences through an intuitive drag-and-drop interface,” Markem-Imaje adds. “Brands can quickly build mobile landing pages, web forms, contests, gamification campaigns, and multilingual experiences that evolve throughout a product’s life cycle. The platform also provides detailed analytics showing how consumers interact with products across locations and over time.”
Unlike traditional static QR codes, dynamic GS1 Digital Link QR codes are able to transform packaging into an active communication channel between brands and consumers. As Markem-Imaje describes it, “page content can adapt based on location, language, time, or stage of the customer journey.”
The company offers a practical illustration of this capability: “A consumer scanning a product in a retail store may receive promotional offers, while scanning the same product at home can provide recipes, usage instructions, complementary product recommendations, or sustainability information. At the same time, manufacturers can capture valuable scan analytics to better understand consumer engagement.”
Markem-Imaje also notes that connected packaging initiatives can often achieve engagement rates significantly higher than many traditional digital marketing channels.
Alongside the software platform, Markem-Imaje is providing packaging manufacturers with structured advisory services to support implementation. This includes a full-day on-site review of the production environment, coding processes, and operational readiness, followed by practical recommendations for identifying gaps, prioritizing investments, and developing a GS1 Digital Link QR code adoption roadmap.
The consulting offering is intended to give manufacturers a clear picture of where they stand and what steps are needed to move toward compliance and full deployment.
The platform addresses a broad and growing set of regulatory requirements that manufacturers are navigating globally. These include the European Digital Product Passport, the EU Packaging and Packaging Waste Regulation, the US Food Safety Modernization Act, regulations in Southeast Asia, and GS1 Sunrise 2027 — all of which require improved product data accessibility.
Beyond QR code compliance, the software supports supply chain visibility, traceability, and brand protection, making it a platform that serves operational as well as consumer-facing needs.
Markem-Imaje positions the launch as a direct response to the growing role of packaging as a connected digital communication channel — one where a single compliant QR code can simultaneously serve retail checkout systems, supply chain tracking, regulatory reporting, and personalized consumer engagement through one unified infrastructure built around GS1 Digital Link.
