Appetite Creative, a creative technology studio, has collaborated with Tetra Pak to launch a refreshed connected packaging experience for an unnamed fruit juice producer in Europe.
The campaign, now in its third iteration due to its success, offers consumers an interactive way to discover new recipes and engage with the brand through a web-app accessed via QR codes.
The updated experience encourages customers to mix different juice flavour such as mango, passionfruit, and pomegranate, to create unique recipes for desserts, savoury dishes, and drinks.
The web app also includes an interactive personality test that personalises recipes to individual preferences and consumption habits, offering both alcoholic and non-alcoholic options.
To incentivise engagement, the campaign includes a competition where participants can win Thermomix TM6 blenders or branded cocktail packages by completing a quiz or sharing content on social media.
Appetite Creative managing director Jenny Stanley said: "We’re seeing mixology as an ever-increasing trend - and consumers love it when it’s combined with fun interactive games like a personality quiz.
“The third iteration of this connected packaging experience gives fruit juice fans the opportunity to try even more great recipes and share inspiration. It’s a testament to the longevity and interactivity delivered by connected packaging - customers just keep coming back for more!"
The connected packaging experience also enables the brand to track real-time interactions and gather valuable consumer data, including buying habits and product preferences while complying with General Data Protection Regulation regulations.
This data helps the brand optimise its marketing strategies and gain deeper insights into consumer behaviour.
The campaign is further supported by in-store shelf wobblers and point-of-sale materials, as well as digital and social media promotions to enhance brand awareness.
The smart packaging experience and personality quiz will be available in Austria until September this year, presented in the local language to cater to the market.
