suntop

Coro’s fruit juice brand Suntop, in collaboration with global connected packaging leader Appetite Creative, launched a new interactive marketing campaign to mark the back-to-school season with exciting prizes and rewards. This case study explores the objectives, strategies, execution, and results of the ‘Mega Back to School 2025’ campaign, which combined fun, community engagement, and cutting-edge technology to strengthen customer loyalty and expand Suntop’s reach to Gen Z audiences.

After the success of its 2024 Tom and Jerry campaign, which achieved an 18% increase in sales, Suntop set out to surpass its previous performance with a bigger and more engaging initiative. The brand wanted to connect with younger consumers, particularly Gen Z, while driving sales across Saudi Arabia, Oman, Bahrain, and the UAE. To achieve this, Suntop needed an engaging connected experience that was secure, trackable, and capable of reinforcing its identity as a fun, family-friendly brand. In collaboration with Appetite Creative, Suntop developed a campaign that aligned with the interests of its audience by partnering with the popular anime One Piece.

The ‘Mega Back to School 2025’ campaign featured QR codes placed prominently on Suntop packaging. Customers who purchased a Suntop product could scan the code, register their details, and instantly enter for the chance to win a variety of prizes. Rewards included trips to Japan, PlayStation 5 consoles, tablets, and collectible Funko Pops of One Piece characters. To ensure that every participant felt included, digital wallpapers were provided as a guaranteed prize upon completing the entry. The experience was designed with Arabic as the default language and included English options to cater to the regional market. The branded landing page not only enhanced the campaign’s reach but also created a sense of community by inspiring, involving, and rewarding consumers while ensuring fair play and data security.

The connected packaging campaign successfully delivered an engaging, secure, and trackable promotion that exceeded expectations. Through Appetite Creative’s technology, Suntop was able to collect real-time insights into buying habits, product preferences, engagement time, demographics, scan rates, and social media shares, all while complying with GDPR requirements. These valuable insights allowed the brand to better understand its consumers and optimise future marketing strategies, while also creating opportunities for cross-selling across its juice portfolio.

The ‘Mega Back to School 2025’ campaign built excitement among consumers, fostered community engagement, and reinforced Suntop’s reputation as a fun, youth-focused brand. By blending innovative technology with attractive rewards, Suntop demonstrated the power of connected packaging to create meaningful consumer experiences and lasting brand loyalty in the Middle East market.