Anniversary marketing—how brands can celebrate milestones without being too nostalgic

Although taken for granted, few innovations have had as profound an impact on commerce as the barcode. This year marks the 50th anniversary of the first barcode scan, a milestone that GS1, the nonprofit organization behind this ubiquitous technology, is celebrating with a multifaceted campaign. Dubbed the "Scanniversary," the campaign not only commemorates the past, but looks forward to the future of product identification and how consumers eat, shop and live. Bill Strawderman, chief marketing officer of GS1 US, provides a blueprint for established brands to celebrate anniversaries without being nostalgic. “Our 50th Anniversary created a golden opportunity to reflect not only how one big idea led to a revolution in digital commerce, but also to herald in a new era of transparency for consumers through the advent of two-dimensional (2D) barcodes.” Check out the latest Ad Age events and award programs What are the origins of GS1 and the significance of the first barcode scan in 1974? Our journey began in the early 1970s when the retail grocery industry sought a standard for product identification and automated data capture to speed up checkout and enhance store operations. This led to the creation of the Uniform Code Council, a neutral, not-for-profit industry association that administered the numbering system associated with each product that barcodes rely on to look up related data such as the price of the product. The first barcode scan took place at a Marsh’s supermarket in Troy, Ohio, on June 26, 1974, marking a significant milestone in retail history. The barcode's 50-year timeline. Credit: GS1 US (Click image enlarge) How did you celebrate this milestone? The Scanniversary on June 26, 2024, was a key part of a larger campaign that began in 2023. We launched a multimedia press release to kick off the celebration and worked with partners to produce a media tour that secured 20 media interviews for our CEO Bob Carpenter and Carrie Wilkie, who leads our 2D “Sunrise 2027” initiative. We reached an earned audience of 8 million through 672 TV and 110 radio broadcasts, with features on CBS News, Cheddar TV, Scripps News, Forbes, Yahoo! Finance and Morning Brew among others. Why was the effort so successful? Our PR team is embedded within our marketing team and works extensively with subject matter experts across the business. We also have great agency partners who help us punch above our weight. And we brought in functional experts to give the media tour “surround sound” via website, advertising, live event and social media touchpoints. Scanniversary created a “why cover this now?” moment that helped earn additional attention. What is the Sunrise 2027 initiative? By the end of 2027, retailers would need to ensure their POS systems are equipped with scanners capable of reading both traditional and 2D barcodes. Like QR codes, 2D barcodes represent a major evolution in product and supply chain data accessibility. In addition to maintaining the familiar price-lookup beep at checkout, consumers can use them to access information such as ingredients, allergens and nutrition, sustainability information and medication administration. Although the transition timeline seems long, it involves significant changes in packaging, printing, store technology and data management across the industry. How are you driving brand and retailer awareness? In addition to the media tour, we have been actively sponsoring events, hosting executive exchange forums and raising visibility through trade shows such as the National Retail Federation events and the Fast Company Innovation Festival. A key part of our strategy was highlighting perspectives from major brands including PepsiCo and P&G to emphasize consumer benefits and drive industry buy-in. At our GS1 Connect conference in early June, our session tracks featured 2D-enabled customer use cases such as relationship management, sustainability and regulatory compliance. Healthcare Marketing Impact Awards Enter today as we honor the best in healthcare marketing Learn more here What’s been the most rewarding part of the effort? When we demonstrated the consumer value of 2D at the Fast Company Grill during South by Southwest in 2023, I was surprised at the reactions—ranging from “Wait, the barcode has intelligence behind it?” to “I would love to be able to read the expiration date.” A reporter from Axios serendipitously visited our exhibit and that resulted in a great piece on how the consumer experience would be changed forever through the 2D barcode. This validated the need to lean much harder into consumer value angles. And has opened new doors including the receptivity of media to participate in the anniversary as a turning point for the consumer—helping the moment turn into a movement. Other lessons for marketers? The importance of aligning a significant milestone with a broader, ongoing initiative. Scanniversary served as an amplification point for our multiyear campaign, creating a compelling narrative that resonated with industry stakeholders and consumers. Additionally, leveraging diverse media channels and securing high-profile interviews can significantly enhance campaign reach and impact. So can involving industry leaders and showcasing real-world benefits. See all of the Global Automotive Marketing Awards winners here

Anniversary marketing—how brands can celebrate milestones without being too nostalgic

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