Jus de Fruits Caraïbes

Jus de Fruits Caraïbes, a fruit juice brand based in the French West Indies, partnered with creative technology studio Appetite Creative to launch a smart and interactive Connected Packaging experience. The project aimed to raise awareness about the brand’s sustainability credentials and support the local community. The campaign featured Banga, an exotic fruit drinks brand under Schweppes International, and utilised a web app accessed via QR codes on the packaging.

Jus de Fruits Caraïbes faced the challenge of engaging consumers in their sustainability journey while promoting responsible beverage carton recycling. They also wanted to find a meaningful way to give back to the local community and raise awareness about their commitment to positive environmental practices. Furthermore, with the impending European Single Use Plastic Directive, the brand needed to introduce the new tethered caps mandated by the directive in a way that would be interesting and educational for consumers.

A Connected Packaging experience was developed to combine entertainment, education, and charity. Users played a fruit-slicing game where each play triggered a donation to a local children’s charity. The web app also included a quiz to educate customers on recycling and sustainability, highlighting the benefits of new tethered caps. Powered by Appetite Creative, this engaging experience effectively introduced the new caps.

The campaign achieved high engagement, with an average interaction time of 2 minutes and 37 seconds, over 20.9k game submissions, and 172 peak daily registrations. It successfully engaged younger demographics, particularly those aged 18-24 (32%) and 25-34 (26%). The Banga Multifruits 2L product QR code accounted for 48% of scans, and the campaign collected 4.7k emails for marketing. Key outcomes included enhanced brand perception through innovative, eco-focused technology, increased sustainability awareness via recycling education, and strengthened community ties by donating €5,515 to the charity Association Les P’tits Doudous de Cornouaille for each game participation.