TETRA Pak has launched what it described as a new ‘universal’ connected experience accessed via its smart packaging.
Hailed as a ‘first’ for the packaging industry, the new Tetra Pak Iberia connected experience, created with Appetite Creative, is designed to help brands engage directly with customers without the need for initial digital development costs.
The ‘white labelled’ web-based app, accessed via QR codes on Tetra Pak packaging, can be adapted and tailored by brand and product requirements. It tracks real-time interaction, such as the product flavour scanned, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to allow brands to optimise marketing and better understand customers.
Divided into two segments, the app offers versions suitable for young people and adults. Both options offer templated functionality including quizzes, AR experience to showcase the brand’s packaging in 360 degrees, games, and competition prizes.
José Luis Velilla, marketing director of Tetra Pak Iberia, said, “We are proud to offer the entire food industry access to connected packaging through our new app and to take advantage of the enormous value that this technology can deliver to brands. Open to everyone, we want to engage with as many brands as possible to help them create a unique connection with consumers and beneficiaries of smart data and real-time marketing optimisation.”
The new connected experience is currently available to Tetra Pak brands in southern Europe, with more countries due to be added soon.
