Summer, intelligent packaging tempts consumers with drinks with a unique character
3 mins read

Summer, intelligent packaging tempts consumers with drinks with a unique character

Appetite Creative and Tetra Pak have refreshed the fun and interactive packaging for the European fruit juice producer, presenting a brand new summery drinks theme to inspire customers.

The updated campaign, which is now in its third season due to its popularity, features brand new, hot recipes for summer drinks, desserts and cocktails to suit every personality type.

Inspiring users to blend juices and create new, flavourful combinations, the combined experience explores new recipes for a range of desserts, savoury dishes and drinks using the products.

The Mango, Passion Fruit and Pomegranate flavours from the one-litre range can be combined to create a decadent chocolate cake with pomegranate icing, a refreshing pink super smoothie or an exotic coconut and mango lassi.

In addition to inspiring recipes, customers can access an interactive personality test via a web app that can be accessed via QR codes.

Recipes are tailored to personality quiz results, including product preferences and time of day the customer typically drinks. The combined experience generates alcoholic and non-alcoholic recipes.

To perfect their new cocktail sensation recipes, users can enter the competition by completing the built-in quiz or sharing content on social media to win one of eight Thermomix TM6 blenders or one of 25 branded cocktail packages (including two 1.0 l fruit juice cartons and branded cocktail glasses). Appetite Creative designed all three versions of the connected experience with functionality that allows for real-time content sharing.

“It’s great to see that our partners continue to leverage integrated packaging solutions and repeatedly realize the multiple benefits, improving the consumer experience and building brand loyalty,” said Lena Feichtenschlager, Marketing Director DACH at Tetra Pak.

“We see mixology becoming an increasingly popular 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 juice fans the opportunity to try even more great recipes and share inspiration. It’s a testament to the longevity and interactivity that connected packaging provides – customers just keep coming back for more!” said Jenny Stanley, Managing Director, Appetite Creative.

The web application tracks real-time interactions such as shopping habits, product preferences, average interaction time, age, location, scan frequency, number of visitors, returning visitors and social media shares, including GDPR-compliant personal data, enabling the brand to optimise marketing activities and better understand consumers.

The connected packaging campaign will be supported by in-store wobblers and other point-of-sale (POS) materials to communicate product information to consumers at the point of sale. The campaign will also leverage digital and social media to reach more customers and increase brand awareness.

The refreshed version of the smart packaging, combining an experience and a personality quiz, will be available in Austria until September in the local language.

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