Creative technology studio Appetite Creative and Tetra Pak have partnered to redesign the interactive smart packaging experience for a European fruit juice producer, with a new summer drinks theme.
Encouraging users to mix juices to create new combinations, the connected experience includes recipes for a range of desserts, savoury dishes and drinks featuring the juice company’s products. Mango, passionfruit and pomegranate flavours from the one-litre range can be combined to create a chocolate cake with a pomegranate glaze, a pink super smoothie or coconut mango lassi, among others.
The web-app connected experience can be accessed via QR codes, where customers can access an interactive personality test. Recipes are tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink - this then generates alcoholic and non-alcoholic recipes.
The packaging experience provides incentives for users such as entering a competition - by completing the in-built quiz or sharing content on social media - to win one of eight Thermomix TM6 blenders or one of 25 branded cocktail packages, including two 1.0L fruit juice cartons and branded cocktail glasses. Appetite Creative says it has designed all three versions of the connected experience with functionality that allows content to be swapped out in real-time.
The web app reportedly 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 optimize its marketing and better understand consumers.
The connected packaging campaign will be supported by in-store shelf wobblers and other point-of-sale (POS) materials to communicate product information to the consumers. Digital and social media will also be used as part of the campaign in an effort to reach more customers and increase awareness about the brand.
The smart packaging connected experience and personality quiz will be available in Austria until September, in the local market language.
Last year Tetra Pak teamed up with French West Indies fruit juice company, Jus de Fruits Caraïbes, to build an interactive connected packaging experience developed by Appetite Creative. The smart packaging campaign utilizes a web app-based connected experience accessed via QR codes, aiming to raise awareness about the company’s sustainability credentials and give back to the local community.
A month later, juice and beverages producer, Gulf Union Foods Co, collaborated with Appetite Creative to create a fun smart packaging experience for its Original juice brand. Hoping to give young people a ‘boost’ at the start of the school year with its fruit juice carton packs, users could play two juice-themed games designed to entertain and educate by scanning the QR codes across the full range of Original and Zero carton packs.
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