Swiss milk processor, Emmi and multinational food packaging company, Tetra Pak, have launched a new augmented reality (AR) connected experience accessed via its smart packaging. Created in partnership with digital experiences studio, Appetite Creative, the AR-enabled feature looks to encourage healthy, happy, and positive lifestyles among customers, claim the companies.
Designed for Emmi good day by Tetra Pak, the new Tetra Stelo Aseptic 1000 packaging combined with the connected experience looks to raise awareness about the Emmi brand and milk drink products in the new package format. It encourages users to ‘start the day with a good day’ by scanning the pack with their mobile phone camera.
The web-based app welcomes consumers with an AR animation around the packaging, revealing a menu of experiences to give them inspiration about how to add ‘more Emmi into their day’. Other content highlights packaging improvements.
Interactive games available on the app include a ‘Move your Body’ AR game which enables users to choose between Barista, High Protein, or Milk Drink as a way to educate them about the three new milk drinks available, and they then collect fruit, oats, and other ingredients in their cereal bowl. ‘Breakfast Ninja’ 2D game encourages users to slice different breakfast ingredients in a race against time. At the end of each game regularly updated recipe ideas and quotes are shared. By interacting with each experience users collect points and join a leader board to win prizes.
The web-based app tracks real-time interaction to enable the brand to optimize marketing and will be supported across social media to spread the word and encourage engagement.
“Our interactive connected experiences are hugely popular and successful across our range of products and packaging. We’re pleased to be brightening the day of our customers with this new sleeker good day packaging and a connected experience which combines fun games and education about how to be happier and healthier. We hope our customers love it as much as we do,” said Amir Maslic, a member of senior brand management at Emmi.
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“We’re super excited to be launching our third campaign with Emmi, alongside our new Tetra Stelo Aseptic 1000 packaging. We expect interactive connected experiences to help bring consumers closer to the product and to improve brand image and recognition,” said Susanne McKinley, marketing manager at Tetra Pak Mid-Europe.
“We have worked with Emmi for a number of years to develop and evolve its connected packaging experiences. From launching new products to offering interactive games, the popular app-based experiences give the brand an opportunity to adapt marketing messages and connect with customers authentically in real-time,” said Jenny Stanley, managing director at Appetite Creative.
