New AR-enabled packs encourage healthier lifestyles

SWISS milk processor Emmi has teamed up with Tetra Pak to launch a new augmented reality (AR) experience accessed via its smart packaging.

Created in partnership with digital experiences studio, Appetite Creative, the AR-enabled experience has been described as looking to encourage ‘healthy, happy and positive lifestyles’ among customers.

The new ‘sleeker’ Tetra Stelo Aseptic 1000 packaging combined with the connected experience aims to raise awareness about the Emmi good day brand and milk drink products in the new package format.

Users can scan the new packaging with their mobile phone camera. A web-based app welcomes them with an AR animation around the packaging, revealing a ‘menu’ of experiences to give them inspiration about how to add ‘more Emmi into their day’.

“Our interactive connected experiences are hugely popular and successful across our range of products and packaging,” said Amir Maslic, senior brand management at Emmi. “We’re pleased to be brightening the day of our customers with this new sleeker Emmi good day packaging and a connected experience which combines fun games and education about how to be happier and healthier. We hope our customers love it as much as we do.”

Susanne McKinley, marketing manager at Tetra Pak Mid-Europe, added, “We’re super excited to be launching our third campaign with Emmi, alongside our new Tetra Stelo Aseptic 1000 packaging. We expect interactive connected experiences to help bring consumers closer to Emmi good day and to improve brand image and recognition.”

Interactive games available on the app include a ‘Move your Body’ game which enables users to choose between Barista, High Protein, or Milk Drink as a way to educate them about the three new milks drinks available, and they then collect fruit, oats, and other ingredients in their cereal bowl.