Emmi good day

In order to help Emmi achieve their goals, Appetite Creative came up with the implementation of QR Codes on the Tetra Pak packaging of Emmi good day’s recently launched products.

Emmi wanted to raise the profile of two existing products, the High Protein Milk Drink and Milk Drink, in addition to promoting the new products. Their goal was to communicate that good day is the lactose-free brand from Emmi, and that these milk drinks are made of completely natural milk ingredients – containing less sugar and fat than regular milk. Also, the brand wanted to emphasize near their target audience that good day milk drinks really taste like milk, as opposed to the majority of other brands’ milk drink products.

To help Emmi achieve its goals, Appetite Creative implemented QR codes on Tetra Pak packaging for Emmi Good Day’s new products. Upon scanning, consumers could access four interactive games: Emmi Flip, a bottle-flipping challenge to reach 80% less sugar; Emmi Fall, where users catch falling products to gain points while avoiding sugar; a Tinder-style quiz to find their ideal Emmi product, offering a discount at the end; and Emmi Jump, where users jump to collect Oat & Milk while dodging sugar. Social media assets, including video ads and animated graphics, were also created to promote the campaign across Facebook, YouTube, and Google Ads.

The outcome of this refreshing and innovative campaign, launched in September 2020, was positive for Emmi and Tetra Pak.

During the four months the campaign was live, the games were played a total of 45,897 times making it a huge success in the brand’s home country, Switzerland.

From the 215,568 total page views collected over the four months the campaign was live, the users spent an average time of 1 minute and 41 seconds. Also, the market research style questions such as ‘Are you actively avoiding sugar in what you eat and drink?’ or ‘Is the sugar content of a product important to you?’ were answered more than 50,000 times, helping consumers learn more about the natural ingredients of the Emmi good day products and providing the company with insights about the users making this connected packaging project one of the most disruptive and successful of 2020!