French West Indies fruit juice company, Jus de Fruits Caraïbes, has partnered with one of the world’s leading food processing and packaging companies Tetra Pak, a longstanding AIPIA member, to build a fun and interactive connected packaging experience.

It aims to raise awareness about its sustainability credentials and also gives back to the local community. The concept has been developed by creative technology studio Appetite Creative, another AIPIA member.

The smart packaging campaign, featuring Schweppes International’s exotic fruit drinks brand Banga, utilises a web app-based connected experience accessed via QR codes. Users can play an entertaining fall game where they are encouraged to slice fruit to create fruit juice. Every time users participate a small donation is made to a local children’s charity guaranteeing support for those who need it.

The connected experience also contains a quiz to help customers understand how to recycle the beverage cartons and understand the brand better. An additional feature is an education section that explains the environmental benefits and how to use the new tethered caps, as well as outlining the positive environmental practices committed to by the juice brand. As well as making charitable donations, quiz leaderboard winners can win Banga-branded prizes.

“We are proud to be the first local company to offer connected packaging thanks to the support of Tetra Pak and Appetite Creative,” said Cécile Bouvier, director of marketing R&D at Banga.

“The Banga connected packaging experience is a great way to involve consumers in our joint sustainability journey with Jus de Fruits Caraïbes. Banga is one of the first brands deploying the new tethered caps that will be mandatory by the European Single Use Plastic Directive as of July 3rd 2024. What better way to introduce the new caps on the market than with a fun and educative experience powered by Appetite Creative?” said Cloé Morel, marketing manager at Tetra Pak.

“We’re seeing more and more brands invest in connected experiences to help consumers become eco-minded and sustainable and this campaign takes that one step further by doing good through incentivised charity donations. Jus de Fruits Caraïbes has made it easy and fun for consumers to recycle and give back to their local community – it’s a win for everyone,” said Jenny Stanley, managing director at Appetite Creative.

The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, 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.

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.