Major food processing and packaging company (and AIPIA member) Tetra Pak has refreshed its fun and interactive smart packaging experience for a leading European fruit juice producer with a brand-new winter drinks theme to inspire its customers.

Back by popular demand, it says, the smart packaging focuses on orange, pineapple, and apple flavours in the one-litre range. It utilises a web app-based connected experience accessed via QR codes to give customers access to an interactive personality test. The feature has been developed in partnership with another AIPIA member creative technology studio Appetite Creative, which will speak at the AIPIA World Congress

The concept is aimed at revealing the best winter-themed juice drink to fit any given personality type and inspire users to mix juices to create new and bespoke beverages or festive cocktails. The connected experience generates alcoholic and non-alcoholic recipes tailored to the results of the personality quiz, including product preferences and the time of day it is opened.

To perfect their new drink sensation, users can enter a raffle to win one of ten NutriBullet blenders by completing the in-built quiz or sharing content on social media. Appetite Creative designed both the previous summer and new winter versions of the connected experience with seasonal-specific content that can be swapped out in real time.

“We’re pleased with the results of the summer drinks campaign - it was a popular revisited connected experience that enhanced the consumer experience and helped build brand loyalty.

“Adapting the existing experience and updating it with winter drink inspiration demonstrates the versatility of connected packaging. It’s great to see our packaging partners embrace this fantastic technology and reap its many benefits,” said Farahnaz Mohsenin, regional marketing manager at Tetra Pak.

“We’re proud to launch the next iteration of this connected experience - it’s a great combination of fun interactive shareable content with new and exciting drinks inspiration. The data collected helps the brand to better understand customer preferences and behaviours.

“It’s great to see brands tap into changing consumer needs across longer-term campaigns via connected packaging,” said Jenny Stanley, MD at Appetite Creative. Jenny, in her Congress presentation Connected Packaging as a Force for Good, will look at how a brand’s wider impact on society is a growing consideration for consumers.

The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, number of visitors, return visitors, and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers, the partners say.

The connected packaging campaign will be supported by in-store shelf wobblers and other point-of-sale materials to communicate product information to consumers. Digital and social media will also be used as part of the campaign to reach more customers and increase awareness about the brand.

The refreshed smart packaging connected experience and personality quiz will be available in Hungary, Slovenia, Czech Republic, and Slovakia, in the relevant local market languages.

This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here.