Appetite Creative, a leading creative technology studio, has partnered with Tetra Pak, a world-renowned food processing and packaging company, to enhance the smart packaging experience for a top European fruit juice producer with a vibrant summer drinks theme. This collaboration aims to inspire customers with new and exciting drink recipes that cater to different tastes and preferences.
The updated campaign, which has been well-received and is now in its third iteration, introduces fresh summer-themed recipes for drinks, desserts, and cocktails. Users are encouraged to experiment with various fruit juice combinations to create delicious and innovative recipes such as chocolate cake with pomegranate glaze, pink super smoothie, and coconut mango lassi.
Furthermore, the web-app connected experience, accessible via QR codes, offers an interactive personality test for customers. Based on the quiz results, tailored recipes are provided, taking into account product preferences and the time of day when the drink is usually consumed. The experience includes both alcoholic and non-alcoholic recipes to cater to a diverse range of consumers.
To encourage engagement, users can participate in a competition by completing the quiz or sharing content on social media. Prizes include Thermomix® TM6 blenders and branded cocktail packages, adding an element of excitement to the experience. Appetite Creative has designed the campaign with real-time content swapping functionality to keep users engaged and interested.
According to Lena Feichtenschlager, Marketing Director DACH at Tetra Pak, the continued adoption of connected packaging by partners enhances the consumer experience and builds brand loyalty. Jenny Stanley, Managing Director at Appetite Creative, highlights the popularity of mixology and interactive games like personality quizzes, which add value to the customer experience.
The web app tracks real-time interactions, such as buying habits and social media shares, to help optimize marketing strategies and better understand consumer behavior. The campaign will be supported by in-store shelf wobblers and other POS materials to provide product information at the point of sale. Additional digital and social media initiatives will be undertaken to reach a wider audience and raise brand awareness.
The refreshed smart packaging connected experience and personality quiz will be available in Austria until September in the local market language. This campaign is part of a larger effort to promote sustainable food and drink packaging and engage customers in a fun and interactive way.
