Creative technology studio Appetite Creative in partnership with food processing and packaging company Tetra Pak has refreshed the fun and interactive smart packaging experience created for a leading European fruit juice producer with a brand-new summer drinks theme to inspire customers.
The updated campaign, which will run for a third time, unveils new summer-themed recipes for tailored drinks, desserts and cocktails.
Inspiring users to mix juices to create new combinations, the connected experience reveals new recipes for a range of desserts, savory dishes and drinks featuring products. Mango, passionfruit and pomegranate flavors from the one-liter range can be combined to create a chocolate cake with a pomegranate glaze, a pink super smoothie or coconut mango lassi among others.
The web-app connected experience accessed via QR codes gives customers access to an interactive personality test. Recipes are tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink. The connected experience generates alcoholic and non-alcoholic recipes.
To perfect their new drink sensation recipes, users can enter a competition by completing the in-built quiz or sharing content on social media, to win one of eight Thermomix TM6 blenders, or one of 25 branded cocktail packages (which includes two 1.0L fruit juice cartons and branded cocktail glasses). Appetite Creative has designed all three versions of the connected experience with functionality that allows content to be swapped out in real-time.
“It’s great to see our partners continue to embrace connected packaging, and reap its many benefits, time and time again, to enhance the consumer experience and build brand loyalty,” said Lena Feichtenschlager, marketing director DACH at Tetra Pak.
“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!” said Jenny Stanley, managing director at Appetite Creative.
The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to enable the brand to optimize its marketing and better understand consumers.
The connected packaging campaign will be supported by in-store shelf wobblers and other point-of-sale (POS) materials to communicate product information to the consumers at the point of sale. Digital and social media will also be used as part of the campaign to reach more customers and increase awareness about the brand.
The refreshed smart packaging connected experience and personality quiz will be available in Austria until September in the local market language.
IndiFoodBev — authentic, impactful and influential
An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
To improve your marketing and grow sales to the food and beverage processing and packaging industry, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our technical writers are ready to meet you and your customers for content.
The second largest producer of fruit and vegetables in the world is continuously expanding processing capacities and delivery systems with appropriate innovative technologies. We cover product and consumer trends, nutrition, processing, research, equipment and packaging from farm to thali. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our bi-monthly in print or our weekly IndiFoodBev eZine each Wednesday.
For editorial info@ippgroup.in — for advertisement ads1@ippgroup.in and for subscriptions subscription@ippgroup.in
Naresh Khanna – 10 February 2025
Subscribe Now
