French West Indies fruit juice company, Jus de Fruits Caraïbes, has partnered with creative technology studio Appetite Creative and Tetra Pak, a leading packaging company, to develop an innovative connected packaging experience. This initiative aims to raise awareness about the company’s sustainability efforts and support the local community.
The smart packaging campaign focuses on Schweppes International’s exotic fruit drinks brand, Banga. Through a web app accessed via QR codes, users can enjoy an interactive fall game that involves slicing fruit to create juice. For every participation, a small donation is made to a local children’s charity, providing much-needed support to those in need.
Additionally, the connected experience features a quiz that educates customers about the proper recycling of beverage cartons and provides insights into the brand. It also highlights the environmental benefits of the product and outlines the positive environmental practices committed to by Jus de Fruits Caraïbes. Participants who top the quiz leaderboard can win exciting Banga branded prizes.
Cécile Bouvier, the director of marketing R&D at Banga, expressed pride in being the first local company to offer a connected packaging experience, made possible with the support of Tetra Pak. Bouvier commended Appetite Creative for their professionalism in guiding them through this new venture.
Cloé Morel, marketing manager at Tetra Pak, praised the Banga connected packaging experience for involving consumers in their joint sustainability journey. Morel highlighted that Banga was one of the first brands to adopt the new tethered caps, which will become mandatory under the European Single Use Plastic Directive starting July 3, 2024. Launching these new caps with an engaging educational experience powered by Appetite Creative was deemed an ideal way to introduce them to the market.
Jenny Stanley, managing director at Appetite Creative, pointed out that more brands are investing in connected experiences to encourage eco-mindedness and sustainability among consumers. This particular campaign goes a step further by incentivizing charity donations, making it easy and enjoyable for consumers to recycle and give back to their local community.
The web app tracks real-time interaction and provides valuable data such as buying habits, product preferences, engagement time, location, scan rate, number of visitors, return visitors, and social media shares. This GDPR-compliant personal data allows the brand to optimize its marketing strategies and gain a better understanding of its consumers.
In conclusion, Jus de Fruits Caraïbes, Appetite Creative, and Tetra Pak have collaborated to create an impressive connected packaging experience for Banga juices. This campaign not only promotes sustainability but also delivers charitable contributions, making it a win-win situation for all stakeholders involved.
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