Smart packaging innovation aims to inspire personality-based drinks

TETRA Pak has teamed up with Appetite Creative to create an interactive smart packaging experience for a European fruit juice producer.

Focusing on passion fruit, pineapple and mango flavours in the one litre range, the packaging utilises an app-based connected experience accessed via QR codes to give customers access to a personality test. This looks to uncover the best juice drink to fit any given personality type and inspire users to mix juices to create 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.

Users can also enter a raffle to win a Thermomix TM6 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 content that can be swapped out in real-time.

Farahnaz Mohsenin, regional marketing manager at Tetra Pak, said, “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.”

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 marketing and better understand consumers.

Jenny Stanley, MD at Appetite Creative, added, “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.”