19 October 2023, London – World leading food processing and packaging company Tetra
Pak, in partnership with creative technology studio Appetite Creative, has refreshed its fun
and interactive smart packaging experience for a leading European fruit juice producer with
a brand new winter drinks theme to inspire its customers.
Back by popular demand, the smart packaging focuses on orange, pineapple and apple
flavours in the one litre range. It utilises a web app based connected experience accessed
via QR codes to give customers access to an interactive personality test. Revealing the best
winter themed juice drink to fit any given personality type and inspire users to mix juices to
create new and bespoke beverages or festive 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.
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.
“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,” said Farahnaz
Mohsenin, Regional Marketing Manager at Tetra Pak.
“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,” said Jenny Stanley, Managing Director at Appetite
Creative.
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.
The refreshed smart packaging connected experience and personality quiz will be available
in Hungary, Slovenia, Czech Republic and Slovakia, in the relevant local market languages.