Tetra Pak has partnered with Appetite Creative to launch a new summer drinks campaign using connected packaging. The initiative builds on a previous campaign in Europe that saw success for a European fruit juice producer.
During the initial campaign, consumers scanned a QR code on the packaging and used an app, developed by Appetite Creative, to create personalised drink recipes based on the flavours and products offered.
The interactive mixology experience was enhanced with the opportunity to win household products such as Thermomix and KitchenAid, driving high participation and engagement. The initial campaign's success has led to the launch of this second iteration currently in market in Austria.
In this new wave, the web-app connected experience is once again accessed via QR codes, with consumers are presented with an interactive personality quiz that informs recipe suggestions generated based on the responses.
Appetite Creative says it has designed the connected experience with functionality that allows content to be swapped out in real-time
According to Tetra Pak, connected packaging solutions are trending in markets across Asia, Europe, and Central America. These solutions enable brands to engage directly with consumers and gather valuable data. With unique codes on each package, products become data carriers, providing consumers with access to a digital world of information and interaction while allowing brands to monitor campaign results in real-time.
Consumer engagement features include scan-and-win promotions, loyalty programs, and detailed product information. Tetra Pak states that this approach helps brands stand out in a crowded marketplace and supports digital transformation by offering tools and services to drive innovation.
Although the customer for the latest campaign has chosen to remain anonymous, Tetra Pak highlights that this collaboration showcases the potential of connected packaging in creating memorable customer experiences. This initiative underscores Tetra Pak's commitment to packaging innovation, enhancing consumer interactions with their products.
