Appetite Creative and Advertising Design Studio have developed new on-pack communication for Tetra Pak, designed to educate consumers about sustainability through games and information accessed via QR code.
The codes are printed on a new side panel and lead consumers to a multi-language, web app-based connected packaging experience. This involves various games, designed to be fun, interactive, and educational.
In The Collector game, players are tasked with driving a dump truck to collect as many Tetra Pak packages as possible while avoiding hazards on the road. Meanwhile, The Memory game asks users to match recycling-themed playing cards within a time limit, while The Quiz tests consumers on their general knowledge related to sustainability.
As they play the games, consumers are able to win and collect a range of mission badges.
As well as directing users to Tetra Pak’s website to learn more about the company’s sustainability initiatives, the web app tracks such real-time interactions as scan rate, location, average engagement time, buying habits, product preferences, the number of visitors, which visitors return, and social media shares, including GDPR-compliant personal data. It is hoped that this information will help the brand better understand its consumers and optimize its marketing.
Appetite Creative was responsible for developing the interactive experience, while Advertising Design Studio provided the graphic design. The campaign is now live in Spain, Portugal, and central Europe, including Germany and Austria; it is scheduled to run for 12 months.
“This updated connected packaging experience offers brands working with Tetra Pak compelling ways to interact directly with and better understand customers,” said Jenny Stanley, managing director at Appetite Creative. “The experience will both help educate customers and give them a reason to keep coming back to a favourite product time and time again.
“It’s brilliant to see Tetra Pak committing to this informative and insightful connected experience. QR codes really are the future of product packaging.”
Lena Feichtenschlager, marketing director DACH at Tetra Pak, continued: “We are excited to see the on-pack communication designs evolving to a connected packaging experience that raises consumer awareness on sustainability in a fun and interactive way, while providing our customers with useful insights on consumer behaviour.”
“After several years of managing the on-pack communication design, adaptations, and the QR codes placement optimization, it’s great to see the web application now live,” added Luca Beltrami, senior art director at Advertising Design Studio. “Offering users a unique experience, consistent with Tetra Pak’s values, principles and corporate identity, it delivers a mix of entertainment and sustainability education.
“It’s also been exciting to be working with Appetite Creative for the first time, a well-prepared agency in the digital experiences.”
The news comes after Appetite Creative and Tetra Pak’s recent collaboration to redesign the interactive smart packaging experience for a European fruit juice producer. Under a new summer drinks theme, the web-app – also accessed via QR codes – offers consumers an interactive personality test, an in-built quiz, and a competition to win one of eight Thermomix TM6 blenders or one of 25 branded cocktail packages.
Jenny Stanley also joined Güneri Tugcu, senior partner manager, Transparency at Amazon, in a Packaging Europe podcast earlier this year. We discussed the current trajectory of connected packaging; the bottlenecks preventing its development; where it might go next; and who we should expect to spearhead its evolution going forward.
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