APPETITE Creative has partnered with Tetra Pak to refresh an interactive smart packaging experience for a European fruit juice producer.
The updated campaign, which will run for a third time due to its popularity, unveils brand new summer-themed recipes for tailored drinks, desserts, and cocktails to fit any personality type.
Inspiring users to mix juices to create new flavoursome combinations, the connected experience reveals new recipes for a range of desserts, savoury dishes and drinks featuring products. Mango, passionfruit and pomegranate flavours from the one-litre range can be combined to create a decadent chocolate cake with a pomegranate glaze, a refreshing pink super smoothie or exotic coconut mango lassi among others.
In addition to recipes, the web-app connected experience accessed via QR codes, gives customers access to an interactive personality test. Recipes are tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink. The connected experience generates alcoholic and non-alcoholic recipes.
To perfect their new drink recipes, users can enter a competition by completing the in-built quiz or sharing content on social media, to win one of eight Thermomix TM6 blenders, or one of 25 branded cocktail packages (which includes two 1.0L fruit juice cartons and branded cocktail glasses). Appetite Creative has designed all three versions of the connected experience with functionality that allows content to be swapped out in real-time.
Lena Feichtenschlager, marketing director DACH at Tetra Pak, said, “It’s great to see our partners continue to embrace connected packaging, and reap its many benefits, time and time again, to enhance the consumer experience and build brand loyalty.”
Jenny Stanley, MD at Appetite Creative, added, “We’re seeing mixology as an ever-increasing trend – and consumers love it when it’s combined with fun interactive games like a personality quiz. The third iteration of this connected packaging experience gives fruit juice fans the opportunity to try even more great recipes and share inspiration. It’s a testament to the longevity and interactivity delivered by connected packaging – customers just keep coming back for more!”
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 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.
