Jenny Stanley
Looking to build a fun and interactive connected packaging experience which raises awareness about its sustainability credentials and gives back to the local community French West Indies fruit juice company, Jus de Fruits Caraïbes decided to partner with creative technology studio Appetite Creative and world leading food processing and packaging company Tetra Pak.
The smart packaging campaign which ran from September 2023, featured Schweppes International’s exotic fruit drinks brand Banga, and utilized a web app based connected experience accessed via QR codes. Users could play an entertaining fall game where they are encouraged to slice fruit to create fruit juice. Every time users participated a small donation was made to a local children’s charity guaranteeing support for those that need it.
The results were phenomenal generating an average engagement time of 2 minutes and 37 seconds, attracting over 11,900 unique visitors. The majority fell within the 18-24 age group, followed closely by those aged 25-34 and 35-44.
The connected experience also contained a quiz to help customers recycle the beverage cartons and understand the brand better. It also featured an education section which explained 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 could 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 which enabled the brand to optimize its marketing and better understand consumers.
The Banga connected packaging experience was a great way to involve consumers in its joint sustainability journey with Jus de Fruits Caraïbes. Banga was one of the first brands deploying the new tethered caps that will be mandatory by the European Single Use Plastic Directive as of July 2024. What better way to introduce the new caps on the market than with a fun and educational experience.
So, what did we learn? There were three key benefits that stood out, these include:
Consumers appreciated Jus de Fruits Caraïbes’ efforts to use innovative technology for sustainability and charity purposes, which improved the brand’s reputation.
The connected packaging experience helped customers to become more eco-minded and encouraged responsible recycling practices, aligning with the brand’s sustainability goals.
By making small donations to a local children’s charity for each game participation, the brand demonstrated its commitment to giving back to the community, strengthening its bond with customers.
We’re seeing more and more brands invest in connected experiences to help consumers become eco-minded and sustainable, and this campaign took that one step further by doing good through incentivized charity donations. Jus de Fruits Caraïbes made it easy and fun for consumers to recycle and give back to their local community – it’s a win for everyone.
Jenny Stanley is Managing Director at Appetite Creative
