Tetra Pak, a leading food processing and packaging company, has partnered with creative technology studio Appetite Creative to launch a new on-pack connected experience focused on sustainability education.
This initiative is currently live in Spain, Portugal, Germany, and Austria, with plans to run for a year.
The campaign utilises QR codes printed on a newly designed side panel of Tetra Pak packaging.
Consumers can scan these codes to access a multilingual web app featuring a variety of interactive games.
These games, including ‘The Collector’ (sorting game), ‘Memory’ (recycling-themed matching game), and ‘Quiz’ (sustainability knowledge test), aim to educate consumers about Tetra Pak's sustainability efforts in a fun and engaging manner.
Completing these games unlocks collectable badges and provides access to additional information about Tetra Pak's sustainability initiatives on its website.
“The experience will both help educate customers and give them a reason to keep coming back to a favourite product time and time again,” said Jenny Stanley, managing director at Appetite Creative.
“It’s brilliant to see Tetra Pak committing to this informative and insightful connected experience. QR codes really are the future of product packaging.”
The web app developed by Appetite Creative goes beyond entertainment, capturing anonymised user data such as engagement time, location, and product preferences.
This data, compliant with General Data Protection Regulation regulations, allows Tetra Pak to optimise its marketing efforts via a deeper understanding of consumer behaviour.
“We are excited to see the on-pack communication designs evolving to a connected packaging experience that raises consumer awareness on sustainability in a fun and interactive way, while providing our customers with useful insights on consumer behaviour,” said Lena Feichtenschlager, marketing director at Tetra Pak DACH.
This collaboration between Tetra Pak and Appetite Creative marks a significant step forward in interactive packaging for the food and beverage industry.
By leveraging the power of gamification and QR code technology, the campaign aims to educate consumers about sustainability while providing valuable data for brand improvement.
