Creative technology studio Appetite Creative has created a new side panel on-pack communication for world leading food processing and packaging company Tetra Pak across its packaging in Spain and Portugal and mid-Europe including Germany and Austria.
The updated on-pack communication gives customers access to a smart packaging experience to help them learn more about sustainability. Users can access the multi-language web app based connected experience via QR codes found on the new side panel which includes a variety of fun and interactive educational games.
The Collector game encourages users to operate a dump truck to traverse the road and collect as many Tetra Pak packages as possible while avoiding hazards. The Memory game offers a card game in which players must match the recycling themed playing cards within a set time limit. The Quiz game tests general knowledge about sustainability. By completing these three missions users can win and collect a variety of mission badges. There’s also access to Tetra Pak’s website outlining its sustainability initiatives for customers to learn more.
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.
The campaign is now live and will run for 12 months.
