This campaign, now in its third iteration due to the resounding successes of the previous ones, offers consumers an interactive way to discover new recipes and engage with the brand via a web app accessed through QR codes on the packaging.
The refreshed experience encourages customers to mix different juice flavors, such as mango, passionfruit, and pomegranate, to create unique recipes for desserts, savory dishes, and drinks.
The web app also features an interactive personality test that personalizes recipes according to individual preferences and consumption habits, offering both alcoholic and non-alcoholic options.
To incentivize engagement, the campaign includes a competition where participants can win exciting prizes such as Thermomix TM6 blenders or branded cocktail packages by completing quizzes or sharing content on social media.
“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,” said Jenny Stanley, managing director of Appetite Creative.
“The third iteration of this connected packaging experience allows fruit juice fans to try even more great recipes and share inspiration. It’s a testament to the longevity and interactivity delivered by connected packaging – customers keep coming back for more!”
The connected packaging experience also enables the brand to track real-time interactions and gather valuable consumer data, including buying habits and product preferences, while strictly adhering to General Data Protection Regulation (GDPR) regulations, ensuring the utmost privacy and security of our customers’ data.
This data helps the brand optimize its marketing strategies and gain deeper insights into consumer behavior, all while ensuring the privacy and security of our customers’ data.
The campaign is further supported by in-store shelf wobblers, point-of-sale materials, and digital and social media promotions to enhance brand awareness.
The smart packaging experience and personality quiz will be available in Austria until September of this year and will be presented in the local language to cater to the market.
In a related development, Appetite Creative signed a deal in February with Goodday, a cultured milk drink owned by Asahi Beverages Philippines and distributed by Universal Robina Corporation.
This collaboration aims to build a fun, interactive, connected packaging experience for Goodday drinks.
The intelligent packaging campaign offers registered users instant prizes via a web app-based connected experience accessed through QR codes.
Major draw prizes include an all-expense-paid trip to Japan for four, including round-trip flights, accommodation for four days and three nights, a one-day tour package, and spending money.
For every major draw, one winner (out of a total of three) will receive an all-expenses-paid trip to Japan, including four-inclusive round-trip flights, accommodation for four days and three nights, a one-day tour package, and spending money.
