New connected packaging inspires customers to create personality-based drinks

20 April 2023, London – World leading food processing and packaging company Tetra Pak, in partnership with creative technology studio Appetite Creative, has created a fun and interactive smart packaging experience for a leading European fruit juice producer to help educate and inspire its customers.

Focusing on passion fruit, pineapple and mango flavours in the one litre range, the smart packaging utilises a web app based connected experience accessed via QR codes to give customers access to an interactive personality test. This looks to uncover the best juice drink to fit any given personality type and inspire users to mix juices to create new and bespoke beverages or cocktails. 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.

“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 personalised content, fun experiences and exclusive promotions that deepen the relationship between their customers and the brand,” said Farahnaz Mohsenin, Regional Marketing Manager at Tetra Pak.

“This connected experience combines the best of interactive shareable content with new and exciting ways to taste test a product range, while collecting data and getting deeper insights into customer preferences and behaviours. Offering a summer and winter version demonstrates the versatility of this media channel to adapt to changing brand needs for longer-term campaigns. It’s a win-win for both the brand and its customers,” said Jenny Stanley, Managing Director at Appetite Creative.

The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers. 

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.

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About Tetra Pak

Tetra Pak is a world leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 160 countries. With more than 25,000 employees around the world, we believe in responsible industry leadership and a sustainable approach to business.  

Our promise, “PROTECTS WHAT’S GOOD™," reflects our vision to commit to making food safe and available, everywhere.

More information about Tetra Pak is available at www.tetrapak.com

youtube.com/user/tetrapak

@tetrapak

https://www.linkedin.com/company/tetra-pak/

About Appetite Creative

Appetite Creative, the digital experiences studio, connects brands to today’s audiences. Specialising in using innovative technology to deliver connected brand experiences which help advertisers to better understand audiences, optimise marketing, drive sales, and improve two-way customer communications. 

The team of digital marketing specialists, with a passion for bringing innovative advertising to life, deliver bespoke campaigns and advertising solutions across all devices and screens. 

Operating across the EMEA, Americas and MENA regions, Appetite Creative helps brands realise the potential of their most powerful marketing asset already found in the hands of their customers, by turning product packaging into a media channel. 

The studio works with a variety of recognisable brands including Bacardi, Tetra Pak, Pepsi, Starbucks, Samsung, Vodafone and Coca-Cola.

For more information: 

www.appetitecreative.com

@appetite_tweets

www.linkedin.com/company/appetitecreative