SAUDI ARABIA – Gulf Union Foods Co, a prominent producer of juice and beverages, has partnered with Appetite Creative, a creative technology studio, to develop an engaging and interactive connected packaging experience for its Original juice brand.
The smart packaging campaign utilizes a web app-based connected experience accessed via QR codes. This campaign aims to help consumers view Gulf Union’s products as an essential component of their back-to-school preparations.
Appetite Creative worked side-by-side with ABILITY, a Riyadh-based agency, to manage the media, communication strategies, and execution of the campaign.
Users can play two juice-themed games designed to entertain and educate by scanning the QR codes on the full range of Original and Zero carton packs.
Juice Punch includes IQ-based challenges where players must organize drinking glasses to contain only one color.
Juice Run tests the player’s speed and attention as they navigate through various obstacles and challenges, collecting juices of the same color.
The experience also offers shareable selfies, allowing users to decorate themselves with a fruity tiara or transform into a mango.
The games have a leaderboard that ranks players to encourage friendly competition. The connected packaging campaign runs across the full range of 125ml, 200ml, and 250ml carton packs.
“We are pleased with this great interactive experience, which symbolizes the energetic boost provided by Gulf Union’s juices. We wanted to create a memorable and exciting experience for our younger consumers as they begin their studies with high energy and enthusiasm,” said Imad Assi, Head of Marketing at Gulf Union Foods.
Jenny Stanley, Managing Director at Appetite Creative, stated that back-to-school offers Gulf Union a great opportunity to connect with customers of all ages.
“We’re seeing brilliant results from tailoring and adapting connected experiences for different times of the year. It’s a great way to ensure that connected packaging remains relevant and encourages customers to keep coming back for more,” he said.
Commenting on the new initiative, Elias El Asmar, Account Director at ABILITY, stated that this interactive experience presents a valuable opportunity for the brand to enhance its market awareness and provide a unique experience for shoppers and consumers.
The web app tracks real-time interactions, such as buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors, and social media shares.
It also collects GDPR-compliant personal data to enable the brand to optimize its marketing strategies and gain a better understanding of consumers.
