EUROPE – Tetra Pak in collaboration with creative technology studio Appetite Creative has launched an interactive smart packaging experience on its cartons for a leading European fruit juice producer to help educate and inspire its customers.
The smart packaging utilizes QR codes to give customers access to an interactive personality test. The companies focus on passion fruit, pineapple and mango flavors in the one-liter range.
Jenny Stanley, managing director at Appetite Creative said: “Personality tests have been popular since teen magazines in the 1990s – and always offer a fun and entertaining way to find more about yourself and your friends.
“We felt that combining this fun approach with creative drink suggestions would give customers a new reason to try the fruit juice drinks and keep coming back for more.
“Ideally, with their friends and family, too. It also offers a great way to better understand customers’ behaviors and product preferences.”
The connected experience generates alcoholic and non-alcoholic recipes tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink.
To perfect their new drink sensation, users can enter a raffle to win a Thermomix TM6 all-in-one blender by completing the in-built quiz or sharing content on social media.
Appetite Creative has designed a summer and winter version of the connected experience with seasonal-specific content that can be swapped out in real-time.
Farahnaz Mohsenin, regional marketing manager at Tetra Pak added: “The use of digitally connected packaging is an effective way for our customers to enhance the consumer experience and build brand loyalty.
“By using carton packaging as a touchpoint to scan QR codes, our packaging partners can deliver personalized content, fun experiences and exclusive promotions that deepen the relationship between their customers and the brand.”
The connected packaging campaign will be supported by in-store shelf wobblers and other point-of-sale (POS) materials to communicate product information to the consumers at the point of sale.
Digital and social media will also be used as part of the campaign to reach more customers and increase awareness about the brand.
The smart packaging connected experience and personality quiz will be available from this month in Austria and in Germany until the end of May.
Integration of certified recycled polymers
Meanwhile, Tetra Pak has integrated recycled content into its portfolio, expanding its packaging solutions to offer certified recycled polymers to cover new formats, product categories and geographies to meet upcoming EU regulations.
According to Tetra Pak, fossil-based plastic production is set to increase by 10.8% between 2021 and 2025. At the same time, the company finds that 86% of shoppers are concerned about plastic usage and its impact on the environment and believe that using recycled plastic is one of the best ways to tackle this challenge.
Consumers have started to act on these concerns, increasingly choosing to buy products or packages with recycled material in the last year.
Tetra Pak says it is working toward a circular portfolio turning waste into new resources and reducing the industry’s dependence on virgin, fossil-based materials.
The company also says its methods align with the recently released European Commission’s Packaging and Packaging Waste Regulation revisions.
For all the latest packaging and printing industry news from Africa and the World, subscribe to our NEWSLETTER, follow us on Twitter and LinkedIn, like us on Facebook, and subscribe to our YouTube channel.
