Digital technology studio Appetite Creative has announced the launch of an interactive connected packaging experience in collaboration with Jus de Fruits Caraïbes and packaging company Tetra Pak.
The companies have developed a smart packaging that features beverage company Schweppes International’s exotic fruit drinks brand Banga.
Jus de Fruits Caraïbes is a manufacturer of various international juice brands including Banga.
Banga Marketing R&D director Cécile Bouvier said “We are proud to be the first local company to offer connected packaging thanks to support of Tetra Pak. It was a new experience for us and Appetite Creative was able to support us with absolute professionalism.”
The new interactive packaging leverages a web application-based connected experience, which can be accessed using QR codes.
According to Appetite Creative, the web app tracks real-time interactions of consumers, allowing brands to understand customers and optimise the marketing efforts.
The app can track average engagement time, location, buying habits, product preferences, scan rate, social media shares and GDPR-compliant personal data.
Apart from this, consumers can scan the code and play entertaining fall game, which requires them to slice fruit to create fruit juice.
A quiz to help customers understand how to recycle beverage cartons after use can also be accessed through the QR code.
The companies have also provided an education section in the app that outlines how to use new tethered caps on beverage cartons.
This education section also details about the sustainability credentials of the packaging.
Tetra Pak marketing manager Cloé Morel said: “Banga connected packaging experience is a great way to involve consumers in our joint sustainability journey with Jus de Fruits Caraïbes.
“Banga is one of the first brands deploying new tethered caps that will be mandatory by European Single Use Plastic Directive as of 3 July 2024.”
The smart packaging campaign will allow consumers to make a small donation, every time they participate, to support a local children’s charity.
Appetite Creative managing director Jenny Stanley said: “We are seeing more and more brands invest in connected experiences to help consumers become eco-minded and sustainable, and this campaign takes that one step further by doing good through incentivised charity donations.”
