Tetra Pak has an Appetite for Smart Packaging technologies to boost sales and sustainability | 08-08-2024 |

Two stories from creative technology studio Appetite Creative illustrate how their client, world leading food processing and packaging company Tetra Pak is leveraging smart packaging technologies to inspire and educate consumers. Both connected experiences have been developed by the studio.

First up is a refresh of the fun and interactive smart packaging experience created for a leading European fruit juice producer with a brand-new summer drinks theme. The updated campaign, which will run for a third time due to its popularity, unveils brand new sizzling summer-themed recipes for tailored drinks, desserts and cocktails to fit any personality type. 

Inspiring users to mix juices to create new flavoursome combinations, the connected experience reveals tantalising new recipes for a range of desserts, savoury dishes and drinks featuring products. Mango, passionfruit and pomegranate flavours from the one-litre range can be combined to create a decadent chocolate cake with a pomegranate glaze, a refreshing pink super smoothie or exotic coconut mango lassi among others. 

In addition to inspirational recipes, the web-app connected experience accessed via QR codes, gives customers access to an interactive personality test. Recipes are tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink. The connected experience generates alcoholic and non-alcoholic recipes. 

“It’s great to see our partners continue to embrace connected packaging, and reap its many benefits, time and time again, to enhance the consumer experience and build brand loyalty,” said Lena Feichtenschlager, marketing director DACH at Tetra Pak.

The refreshed smart packaging connected experience and personality quiz will be available in Austria until September in the local market language. 

Second is a new side panel on-pack communication, also for Tetra Pak, across its packaging in Spain and Portugal and mid-Europe including Germany and Austria. The updated panel gives customers access to a smart packaging experience to help them learn more about sustainability. Users can access the multi-language web app based connected experience via QR codes found on the new side panel which includes a variety of fun and interactive educational games.

The Collector game encourages users to operate a dump truck to traverse the road and collect as many Tetra Pak packages as possible while avoiding hazards. The Memory game offers a card game in which players must match the recycling themed playing cards within a set time limit. The Quiz game tests general knowledge about sustainability. 

By completing these three missions users can win and collect a variety of mission badges. There’s also access to Tetra Pak’s website outlining its sustainability initiatives for customers to learn more. The interactive experience of the connected packaging was created by Appetite Creative with graphic design delivered by Advertising Design Studio. The campaign is now live and will run for 12 months.

“This updated connected packaging experience offers brands working with Tetra Pak compelling ways to interact directly with and better understand customers. It will both help educate customers and give them a reason to keep coming back to a favourite product time and time again. It’s brilliant to see Tetra Pak committing to this informative and insightful connected experience. QR codes really are the future of product packaging,” said Jenny Stanley, managing director at Appetite Creative.

AIPIA and AWA Smart Packaging World Congress Amsterdam