Major food processing and packaging company Tetra Pak has included a fun and interactive smart packaging experience on its cartons for a leading European fruit juice producer to help educate and inspire its customers, it says. The feature has been developed in partnership with creative technology studio Appetite Creative. Both are AIPIA members.

Focusing on passion fruit, pineapple, and mango flavours in the one-litre range, the smart packaging utilises a web app-based connected experience accessed via QR codes to help customers connect to an interactive personality test. This looks to uncover the best juice drink to fit any given personality and inspire users to mix juices to create new and bespoke beverages or 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 a customer usually consumes the drink.

To perfect their new drink sensation, users can enter a raffle to win a Thermomix® TM6 all-in-one blender by completing the in-built quiz or sharing content on social media. Appetite Creative has designed a summer and winter version of the connected experience with seasonal-specific content that can be swapped out in real-time.

“The use of digitally connected packaging is an effective way for our customers to enhance the consumer experience and build brand loyalty. By using carton packaging as a touchpoint to scan QR codes, our packaging partners can deliver personalised content, fun experiences and exclusive promotions that deepen the relationship between their customers and the brand,” said Farahnaz Mohsenin, regional marketing manager at Tetra Pak.

“This connected experience combines the best of interactive shareable content with new and exciting ways to taste test a product range, while collecting data and getting deeper insights into customer preferences and behaviours. Offering a summer and winter version demonstrates the versatility of this media channel to adapt to changing brand needs for longer-term campaigns. It’s a win-win for both the brand and its customers,” said Jenny Stanley, MD at Appetite Creative.

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 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 at the point of sale. Digital and social media will also be used as part of the campaign to reach more customers and increase awareness about the brand. The feature will be available from April in Austria and in Germany until the end of May.

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.