JUICE and beverages producer Gulf Union Foods Co has teamed up with Appetite Creative to create a connected packaging experience for its Original juice brand cartons.
The smart packaging campaign utilises a web app-based connected experience accessed via QR codes looking to help consumers see Gulf Union’s products as part of their back-to-school preparations. Appetite Creative worked with the Riyadh-based agency ABILITY, which managed the media, communication strategies and execution of the campaign.
Users can play two juice-themed games designed to entertain and educate by scanning the QR codes across the full range of Original and Zero carton packs. Juice Punch includes IQ-based challenges where they must organise drinking glasses to contain only one colour. Juice Run tests speed and attention as players navigate through obstacles and challenges collecting juices of the same colour.
The experience also offers shareable selfies where users can adorn themselves with a fruity tiara or turn themselves into a mango. The connected packaging campaign runs across the full range of 125ml, 200ml and 250ml carton packs.
Imad Assi, head of marketing manager at Gulf Union Foods, said, “We’re pleased with this great interactive experience symbolising the energetic boost Gulf Union’s juices offered. We wanted to create a memorable and exciting experience for our younger consumers kicking off their studies with high energy and enthusiasm.”
Jenny Stanley, MD at Appetite Creative, added, “Back-to-school offers Gulf Union a great moment to connect with customers of all ages. We’re seeing brilliant results from tailoring and adapting connected experiences for different times of the year – it’s a great way to ensure connected packaging stays relevant and encourages customers to keep coming back for more.”
