Sector News

Tetra Pak and Appetite Creative drive brand-consumer engagement with gamified carton experiences

November 28, 2021
Chemical Value Chain

Tetra Pak Iberia is launching a gamified app experience in partnership with digital studio Appetite Creative. The technology is enabled though scannable QR codes printed on drinking cartons and available to all brands in Southern Europe.

Both the codes and the app experience can easily be conformed and adjusted to the brand and its product requirements.

Through smart data and real-time market optimization, the app can create unique relationships with consumers.

Jenny Stanley, managing director at Appetite Creative, tells PackagingInsights the technology “can be invaluable, assisting brands to better understand their target audiences, but also reaching them more efficiently to build engagement.”

Digital connectivity drives sales
Stanley highlights that connected packaging experiences can deliver a 20% increase in sales.

In one of its latest campaigns, Appetite Creative partnered with Swiss dairy company Emmi to launch an Augmented Reality (AR)-enabled connectivity experience on Tetra Pak’s Tetra Stelo Aseptic 1000 carton packs, aiming to encourage healthy consumer lifestyles via its “good day” milk portfolio.

Connective packaging’s benefits
According to Stanley, “all brands should want to understand and connect with their customers [as] this isn’t only a requirement for high-value goods. It’s true across all brands and markets.”

According to Innova Market Insights, 46% of global consumers are at least somewhat interested in AR packaging technology.

Moreover, 54% of global consumers are interested in engaging with QR-codes. In China and Brazil, as many as 72% and 65% of consumers are interested in the technology, respectively.

Tetra Pak’s connected experience is flexible and can be adapted to the brand’s needs. The app is divided into two versions, one more suitable for adults and one for younger people.

Stanley explains the data accumulated from the connected packaging can include age, gender, location and product preferences, “helping brands build a unique and in-depth picture of consumer behaviors.”

“It tracks real-time interaction, such as the product flavor scanned, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR compliant personal data, enabling the brand to optimize its marketing and better understand customers,” Tetra Pak highlights.

Appetite Creative adds the connective experiences can be educational about environmental sustainability issues, including recycling goals.

Stanley reiterates connected packaging is a great way to share key product information. “It can be used to share supply chain information for imported food or food safety details for food facing safety concerns. Marketing campaigns can also be carried out via connected packaging to inform new product development or help improve an advertising campaign.”

Global interest
According to Appetite Creative, there’s a misconception not many consumers scan QR-codes and NFC on packaging. “[However], consumers are increasingly open to branded experiences going beyond the day-to-day consumption of a particular product, and they’re keen to share these positive experiences with their friends and family,” argues Stanley.

Moreover, she says the company sees high rates of engagement across all countries. “The benefit of connected packaging is it’s accessible in any language, any nation, at any time – all you need is a mobile device. There’s no need to download an app or any software.”

However, it remains important to pay attention to cultural and local particularities.

“It is incredibly important to adapt connected experiences to the culture and customers in each market. We work closely with the client leads in those markets to ensure our content and copy is aligned to cultural norms and taps into popular local market trends,” adds Stanley.

Main reasons for engaging
Connective packaging technologies are increasingly recognized as gateways to accessible fun through competitions, prizes, AR experience, shareable selfie filters, as well as information and inspiration about brands and products.

“Connected experiences and connected packaging offer a compelling and interactive direct relationship between the customer and brand, bringing more of the brands we love into our lives in a positive, enjoyable, and rewarding way,” concludes Stanley.

In similar development, Ferrero launched limited edition Nutella jars, depicting Italian landscapes through AR technology. Nestlé also introduced SIG’s QR-code closure solution to connect with Gen Z consumers via its Nestlé Milo Teen Protein drinks.

By Natalie Schwertheim


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