- Digimarc Corporation (DMRC, Financial) partners with Unilever for a large-scale global rollout of 2D barcodes.
- This initiative aligns with upcoming Sunrise 2027 standards and EU’s Digital Product Passport regulation.
- Unilever plans to integrate 2D barcodes across 45,000 products, enhancing retail and consumer experiences.
Digimarc Corporation (DMRC), a leader in digital watermarking and product digitization technologies, has announced a significant partnership with Unilever to implement one of the largest global rollouts of GS1 Digital Link-enabled 2D barcodes in the consumer packaged goods (CPG) industry. This strategic move positions Unilever at the forefront of the retail industry's preparation for the Sunrise 2027 initiative, which will require 2D barcodes at points of sale worldwide, and aligns with the European Union's Digital Product Passport (DPP) regulation, highlighting a strong commitment to sustainability and accessibility.
Unilever's phased implementation will incorporate 2D barcodes across 45,000 stock-keeping units (SKUs), including well-known brands like Dove, Vaseline, Hellmann’s, and Knorr. These advanced barcodes are designed to store extensive data and provide easy access to online resources, such as nutritional information, recipes, and usage instructions, thereby enhancing consumer engagement and product information accessibility. This initiative reflects Unilever's commitment to leveraging technology to meet evolving consumer expectations and regulatory requirements.
According to Aaron Rajan, Vice President of Consumer Technology at Unilever, the deployment of Digimarc Engage reflects the company's efforts to modernize retail experiences and prepare for future industry shifts. Ken Sickles, Chief Product Officer at Digimarc, emphasized that this initiative will help brands strengthen consumer relationships, gain valuable data insights, and support AI-driven decision-making processes.
As a pioneer in developing the GS1 Digital Link standard, Digimarc is pivotal in promoting industry-wide adoption of innovative barcode technologies. The Digimarc Engage platform integrates GS1 Digital Link capabilities with dynamic intelligence, providing brands with a direct and personalized consumer communication channel while supporting global regulatory initiatives like the Digital Product Passport.
