French West Indies fruit juice company, Jus de Fruits Caraïbes, has partnered with creative technology studio Appetite Creative and world leading food processing and packaging company Tetra Pak, to build a fun and interactive connected packaging experience which raises awareness about its sustainability credentials and gives back to the local community.
The smart packaging campaign, featuring Schweppes International’s exotic fruit drinks brand Banga, utilises a web app based connected experience accessed via QR codes. Users can play an entertaining fall game where they are encouraged to slice fruit to create fruit juice. Every time users participate a small donation is made to a local children’s charity guaranteeing support for those that need it.
The connected experience also contains a quiz to help customers understand how to recycle the beverage cartons and understand the brand better. It also features an education section which explains the environmental benefits and how to use the new tethered caps as well as outlining the positive environmental practices committed to by the juice brand. In addition to charity donations, quiz leaderboard winners can win Banga branded prizes.
The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to enable the brand to optimise its marketing and better understand consumers.
To learn more, we spoke to Jenny Stanley, MD at Appetite Creative.
What was the brief?
The aim was to create a packaging experience that not only engages consumers but also contributes to a sense of community and eco-consciousness.
How did the initial pitch/brainstorming phase go?
The initial pitch and brainstorming phase were highly collaborative. We have previously created a variety of connected experiences for Tetra Pak and the team at Appetite Creative know how to bring client expectations to life. In this instance, it was knowledge of tethered caps and bringing Banga’s objectives and brand presence to the fore.
Our team worked closely with Banga's marketing and R&D directors to align our creative ideas with their vision. This synergy led to the development of the interactive connected packaging concept, emphasising consumer engagement and sustainability.
Describe the purpose of the brand and its target audience
The Banga connected packaging campaign looks to provide customers with exotic fruit drinks while promoting sustainability best practices and community involvement. The target audience includes environmentally conscious customers who appreciate quality beverages and want to make a positive environmental and local community impact through their purchase choices.
What was your thinking behind the QR code solution?
Our thinking behind the QR code solution was to create a seamless and user-friendly way to bridge the physical packaging with the digital world. Here are the key considerations that drove our decision to use QR codes:
Accessibility: QR codes are widely recognised and can be easily scanned by most modern smartphones. This ensures that a broad range of consumers, regardless of their technical expertise, can access the interactive features.
User Engagement: QR codes provide an immediate and engaging way for consumers to interact with the product. By scanning the code, they can access the web app, which offers various interactive features and educational content.
Data Collection: QR codes allow us to track real-time interactions with the packaging and the web app. This data collection is invaluable for both brands and marketers, as it provides insights into consumer behavior and preferences.
Sustainability: By using QR codes, we reduce the need for additional physical materials on the packaging, contributing to a more sustainable approach. This aligns with the brand's commitment to eco-consciousness.
Versatility: QR codes can link to various types of content, such as games, educational materials, and social media platforms. This versatility allows us to offer a multifaceted experience to consumers.
Cost-Efficiency: Implementing QR codes is a cost-effective way to create an interactive packaging experience, making it accessible to a wide range of brands and products.
Overall, the QR code solution was chosen to enhance consumer engagement, gather valuable data, promote sustainability, and provide a convenient and accessible means of interaction between the physical product and the digital experience. It's a tool that aligns with modern consumer expectations and technological capabilities.
Did you learn anything new during the project?
During the project, we learned the importance of integrating sustainability into every aspect of a brand's identity. We also discovered that consumers are increasingly interested in brands that actively contribute to social causes, such as supporting local charities.
What was the biggest challenge? How did you overcome it?
One of the biggest challenges we faced was ensuring that consumers were not only aware of the QR code on the packaging but also motivated to scan it and engage with the connected experience. To tackle this challenge, we implemented a comprehensive strategy that combined both online and offline elements.
Online, we worked closely with the Banga brand to ensure they activated the campaign across social media and created engaging digital content. This involved crafting compelling posts and stories that highlighted the interactive features of the packaging and encouraged consumers to scan the QR code. We also utilised targeted online advertising to reach a broader audience.
Offline, we advised the brand on the optimal placement of the QR code on the packaging to maximise visibility at point of sale and posters. Additionally, we recommended that the brand include clear and enticing prompts on the packaging itself, prompting consumers to scan the code for a unique experience.
By taking a holistic approach that blended online and offline campaign elements, we successfully addressed the challenge of raising awareness and motivating consumers to engage with the connected packaging. This comprehensive strategy ensured that the campaign reached its full potential in terms of consumer engagement and participation.
What details are you most proud of any why?
We are most proud of the real-time consumer interaction tracking, which enables Banga to better understand their customers. Additionally, the integration of an educational component on sustainability and recycling aligns with our commitment to eco-consciousness.
What visual influences fuelled your solution?
Our solution drew inspiration from the vibrant colors of tropical fruits and the modern aesthetics of digital technology. We aimed to create packaging that captures the essence of the Caribbean while conveying a sense of innovation and connectivity.
What do you hope it achieves for the brand?
We hope that the connected packaging campaign will elevate the Banga brand by fostering a stronger connection with consumers, promoting sustainability, and supporting local children's charities. Ultimately, we aim to position Banga as a leader in eco-consciousness and community engagement.
What would you do differently if you could do it over again?
Not sure there’s anything! The campaign is performing well with great engagement time and lots of great feedback and we have only just gotten started…
Credit list for the work?
Tetra Pak, Banga and Appetite Creative.
