Leading producers of juice and beverages, Gulf Union Foods Co, has partnered with creative technology studio Appetite Creative to create a fun and interactive connected packaging experience for its “Original” juice brand, to give young people a boost at the start of the school year with its fruit juice carton packs.
The smart packaging campaign utilises a web app based connected experience accessed via QR codes looking to help consumers see Gulf Union’s products as a vital part of their back-to-school preparations. Appetite Creative worked side-by-side with the Riyadh based agency ABILITY, which managed the media, communication strategies and execution of the campaign.
Users can play two juice themed games designed to entertain and educate by scanning the QR codes across the full range of Original and Zero carton packs. Juice Punch includes IQ-based challenges where they must organise drinking glasses to contain only one colour. Juice Run tests player speed and attention as they navigate through various obstacles and challenges collecting juices of the same colour.
To learn more, we spoke to Jenny Stanley, Managing Director at Appetite Creative.
What was the brief for the rebrand?
Our mission was to infuse Gulf Union Foods Co's Original juice brand with a refreshing and interactive touch, especially targeting the younger demographic. We aimed to make the juice carton packs an essential part of the back-to-school experience, adding excitement and engagement, and giving kids a fun break in the madness and stress of the Back to School season.
How did the initial pitch/brainstorming phase go?
Picture this: a room buzzing with creative energy and innovative ideas. We envisioned a connected packaging experience that not only entertained but also provided valuable insights into consumer behaviour.
The collaboration between Gulf Union Foods Co, Ability comms and Appetite Creative sparked a dynamic synergy, setting the stage for an unforgettable campaign.
Describe the purpose of the brand and its target audience
Our brand is all about infusing energy and excitement into everyday moments. With a target audience of young, dynamic individuals, we aim to be more than just a beverage – we're a companion in their adventures, starting with the school year.
What was your thinking behind the connected Packaging solution?
Two words: Fun and data! Our goal was two-fold: to bring excitement to kids and gather valuable consumer data. By integrating a web app-based connected experience accessible through QR codes, we not only entertain young consumers with juice-themed games but also gain insights that help Gulf Union Foods Co. understand and cater to their preferences. It's not just about sipping juice; it's about sipping juice while gaming and turning yourself into a mango – because why not?
Did you learn anything new during the project?
Absolutely! We learned that turning yourself into a mango is trickier than it sounds. On a serious note, the real-time data insights from the connected experience opened our eyes to the diverse ways our consumers engage with the brand.
The project provided a deep dive into the dynamics of consumer engagement. We discovered the power of interactive experiences in fostering brand loyalty and gaining real-time insights into consumer behaviour, preferences, and trends.
What was the biggest challenge? How did you overcome it?
The challenge? Balancing fun and functionality. The primary challenge was creating an experience that seamlessly blended fun, education and data collection. Through meticulous planning and leveraging our QR connect platform, we found the perfect balance, ensuring a delightful experience for users while providing Gulf Union with valuable consumer insights.
What kit/tools/software were used to create it?
Behind-the-scenes magic involved our QR connect platform, Vue, Svelte and the timeless charm of HTML5. It's like assembling the Avengers, but for digital experiences.
What details are you most proud of and why?
We take immense pride in the playful yet educational juice-themed games that captivate the users' attention. Additionally, the shareable selfies and leaderboard feature add a social and competitive element, making the experience memorable and share-worthy.
We encouraged sharing across all the main social channels including Whatsapp and tracked how many times on average people engaged and re-engaged. We saw some fantastic re-engagement figures that really told us we had got this game recipe right.
What visual influences fueled your solution?
Think fruity tiaras, vibrant colours, and the sheer joy of a mango turning into a game character. The visual influence? A celebration of all things fun and fruity, just like the brand.
What do you hope it achieves for the brand?
We hope this campaign becomes synonymous with our brand's commitment to innovation and enjoyment. Beyond the games, we aim to create a lasting connection with our consumers and turn every juice break into a memorable and fun experience.
What would you do differently if you could do it over again?
Hmm, maybe add a pineapple obstacle in Juice Run? Just kidding! In all seriousness, every project teaches us something new, and we wouldn't change a thing. The juice journey has been as sweet as the beverages.
Stay tuned for more interactive elements to further enhance user engagement and create even more unforgettable experiences in the campaign's next phase.
