While many marketers love the idea of using QR codes for brand promotion, the QR codes that perform far better are the ones that offer consumers a benefit for scanning.

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Yet the big-brand companies still claim to have proper codes of conduct for labour practices.

ECONOMIST: Sportswear

Codes on the wrappers direct chewers to the brand site, BazookaJoe.com, where they can input them for Bazooka points that unlock new content.

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They can be used for brand security and supply chain tracking of foods that normally can't be tagged with traditional bar codes.

FORBES: Magazine Article