Jus de Fruits Caraïbes, a fruit juice company based in the French West Indies, has partnered with creative technology studio Appetite Creative and leading food processing and packaging company Tetra Pak to create an engaging connected packaging experience. This initiative aims to raise awareness about the company’s sustainability efforts and contribute to the local community.
Using QR codes, customers can access a web app that offers an interactive experience with smart packaging featuring Banga, Schweppes International’s exotic fruit drinks brand. Through an entertaining fall game, users are encouraged to slice fruit to create virtual fruit juice. Each time users participate, a small donation is made to a local children’s charity, ensuring support for those in need.
The connected packaging experience also includes a quiz to educate customers about recycling beverage cartons and to help them better understand the brand. An education section highlights the environmental benefits and explains how to use the new tethered caps, while emphasizing the brand’s commitment to positive environmental practices. In addition to charity donations, winners of the quiz leaderboard have the chance to win Banga branded prizes.
“We are proud to be the first local company to offer connected packaging thanks to the support of Tetra Pak. It was a new experience for us, and Appetite Creative provided excellent professional support,” said Cécile Bouvier, Director of Marketing R&D at Banga.
“The 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 to introduce the new tethered caps that will become mandatory due to the European Single Use Plastic Directive starting on July 3rd, 2024. What better way to launch the new caps in the market than with a fun and educational experience powered by Appetite Creative?” said Cloé Morel, Marketing Manager at Tetra Pak.
“We are witnessing more and more brands investing in connected experiences to help consumers adopt an eco-friendly and sustainable mindset. This campaign takes it a step further by promoting charity donations as an incentive. Jus de Fruits Caraïbes has made recycling and giving back to the local community easy and enjoyable for consumers – it’s a win-win situation,” said Jenny Stanley, Managing Director at Appetite Creative.
The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors, and social media shares. It complies with GDPR regulations and collects personal data to enable the brand to optimize its marketing strategies and gain a better understanding of the consumers.