Don Simon sought to revolutionize its packaging to align with its commitment to sustainability. Partnering with Elopak and Appetite Creative, they introduced the Pure-Pak® eSense carton, featuring an aluminium-free design and renewable materials. Additionally, a connected experience via QR codes was implemented to educate consumers about the packaging's benefits and engage them in sustainability-themed games.
Connected Packaging & Experiences
Don Simon
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Challenge
The primary challenge was to effectively communicate the sustainability benefits of the new packaging to consumers and drive engagement. With traditional packaging, conveying complex sustainability messages can be challenging, and Don Simon aimed to overcome this obstacle with innovative connected packaging solutions.
Solution
To address the challenge, Don Simon, Elopak, and Appetite Creative collaborated to develop a multifaceted solution. The Pure-Pak® eSense carton was designed to reduce greenhouse gas emissions, utilize renewable materials, and simplify the recycling process. Additionally, a web app-based connected experience was created, allowing consumers to access interactive games and quizzes via QR codes on the packaging. These games were designed to educate consumers about sustainability while offering incentives and rewards for participation.
Result
The introduction of the Pure-Pak® eSense carton and connected experience yielded significant results for Don Simon. The innovative packaging reduced greenhouse gas emissions by 40% and was 4% lighter than market alternatives. The connected experience drove consumer engagement and awareness, with users participating in sustainability-themed games and quizzes. Real-time interaction data collected through the web app provided valuable insights into consumer behavior and preferences, enabling Don Simon to optimize its marketing strategies and better understand its audience. Overall, the project successfully showcased Don Simon's commitment to sustainability while enhancing consumer engagement and brand loyalty.