TETRA Pak has partnered with Appetite Creative to refresh its fun and interactive smart packaging experience for a European fruit juice producer.
The work with the creative technology studio has seen the creation of a new winter drinks theme to inspire its customer, with the smart packaging focussing on orange, pineapple, and apple flavours in the one litre range.
Utilising a web app-based connected experience, it is accessed via QR codes to give customers access to an interactive personality test which reveals the best winter themed juice drink to fit any given personality type and inspire users to mix flavours.
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 one of ten NutriBullet blenders by completing the in-built quiz or sharing content on social media. Appetite Creative designed both the previous summer and new winter version of the connected experience with seasonal specific content that can be swapped out in real-time.
Farahnaz Mohsenin, regional marketing manager at Tetra Pak, said, “We’re pleased with the results of the summer drinks campaign – it was a popular revisited connected experience which enhanced the consumer experience and helped build brand loyalty. Adapting the existing experience and updating it with winter drink inspiration demonstrates the versatility of connected packaging. It’s great to see our packaging partners embrace this fantastic technology and reap its many benefits.”
Jenny Stanley, MD at Appetite Creative, added, “We’re proud to launch the next iteration of this connected experience – it’s a great combination of fun interactive shareable content with new and exciting drinks inspiration. The data collected helps the brand to better understand customer preferences and behaviours. It’s great to see brands tap into changing consumer needs across longer-term campaigns via connected packaging.”
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.
