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Schweppes’ Banga, Gulf Union Juice, Put Connected Packaging to Work Toward Specific Goals

Two juice brands recently rolled out web app-based, smart packaging experiences for their customers with the help of connected packaging studio Appetite Creative.

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Consumers unlock these experiences by scanning on-pack QR codes with their smartphones. Brands can use these interactions to solve unique consumer education problems or address specific marketing goals.

In the first application, French West Indies fruit juice company Jus de Fruits Caraïbes, Schweppes International’s exotic fruit drinks brand Banga, and aseptic carton packaging specialist Tetra Pak, tapped Appetite Creative to build a fun, interactive experience. The primary goal is to educate consumers on a packaging change, introducing them to the brick pack’s new sustainability bona fides that come by way of a tethered cap. Since Banga is one of the first brands to deploy the new tethered caps, soon to be mandatory by the 2024 European Single Use Plastic Directive, Banga juice drinkers aren’t likely to be familiar with the new closure style.

“What better way to introduce the new caps on the market than with a fun and educative experience,” asks Cloé Morel, marketing manager at Tetra Pak.

The connected experience explains the pack format’s environmental benefits, instructs on how to use the new tethered caps, and outlines the juice brand’s other noteworthy environmental commitments. Consumers can complete a quiz to test their knowledge on how to recycle the beverage cartons, with a quiz leader board where winners can earn Banga branded prizes. Also, users can play a juice-related game, and every time users participate, a donation is made to a local children’s charity.A QR code on the packaging whisks consumers away to a web app-based connected experience tailored to accomplish specific goals, like introducing a tethered cap.A QR code on the packaging whisks consumers away to a web app-based connected experience tailored to accomplish specific goals, like introducing a tethered cap.

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