CORO’S fruit juice brand Suntop has teamed up with connected packaging specialist Appetite Creative to launch a new packaging experience for its ‘Mega Back to School 2025’ campaign.
The campaign aims to develop a ‘fun, engaging instant win experience’ that drives sales and expands Suntop’s reach to include Gen Z consumers. The promotion, in partnership with the anime One Piece, is a show about pirates featuring a main character named Luffy.
Following the success of its 2024 Tom and Jerry campaign – which achieved an 18% increase in sales – Suntop plans to supersede that with this new connected experience. The campaign utilises QR codes designed to offer better sales tracking and security.
Offering customers the opportunity to participate in a prize draw, the connected packaging experience has a three-step journey. Customers who get Suntop products can scan the QR code on the packaging and register with their information to enter a draw for prizes. These include trips to Japan, PlayStation 5, tablets, and Funko Pops for One Piece characters, plus digital wallpapers that everyone wins upon completing their entries.
“We wanted to develop a fun, engaging and secure instant win experience that drives sales and expands Suntop’s reach to Gen Z, ” said Omar Shehata, brand manager at Suntop. “As society increasingly embraces technology, it’s crucial to tailor marketing strategies to align with consumer preferences, maximising the potential for impactful results. Our new back to school connected packaging campaign delivers this business goal perfectly.”
Jenny Stanley, MD at Appetite Creative, added, “This new connected experience creates community by inspiring, involving and rewarding customers. By using QR codes and branded landing page, we can ensure fair play and track the progress in real time. It also gives us the chance for Suntop to gather valuable data, using custom branding and offer product cross-selling opportunities. It’s a win-win for everyone.”
The web page tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, page views, number of users, return users, and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers.
The experience is designed with Arabic as the default language with English options to cater to the regional market. The campaign will run across four regions: Saudi Arabia, Oman, Bahrain and the United Arab Emirates.
