Asahi Beverages Philippines

Asahi Beverages Philippines, in collaboration with Universal Robina Corporation and creative technology studio Appetite Creative, embarked on a groundbreaking marketing campaign aimed at enhancing customer engagement and loyalty for its flagship product, Goodday, a cultured milk drink. This case study delves into the details of this innovative connected packaging campaign, highlighting its objectives, strategies, implementation, and outcomes.

To boost brand visibility and customer engagement in the Philippines, Goodday drinks partnered with Appetite Creative to launch an interactive campaign using smart packaging. QR codes on the packaging directed customers to a web app, where they could win instant prizes, enter major draws, and access engaging content. Prizes included trips to Japan, GCash credits, and Goodday gift packs, encouraging high participation. The web app also tracked real-time metrics like buying habits and engagement, providing valuable consumer insights for future marketing strategies while ensuring GDPR compliance.

The campaign was rolled out nationwide in the Philippines across supermarkets, convenience stores, and sari-sari stores. QR codes were prominently displayed on the packaging of Goodday 80ml and 350ml bottles, ensuring accessibility for consumers. Additionally, the QR codes were made available through Goodday’s social media pages on Facebook and Instagram, extending the reach of the campaign to online audiences.

The Goodday connected packaging campaign drove customer engagement, boosted brand visibility, and provided valuable consumer insights, reinforcing Goodday’s reputation as a customer-focused brand. Through its partnership with Appetite Creative, Asahi Beverages Philippines demonstrated the power of technology and innovation to create memorable, data-driven marketing experiences in a competitive market.