Connective packaging popularizes as marketers turn to digital experiences, finds Appetite Creative
08 Feb 2022 --- Appetite Creative has revealed the results from its first connected packaging survey, with 85% of respondents saying they are confident incorporated connected experiences will become increasingly important to the packaging industry in the next year and beyond.
Moreover, over half (54%) of respondents claimed to have already incorporated connected experiences into their marketing plans, while 41% are planning a new connected packaging campaign this year.
Notably, 80% of the respondents believe incorporated connected experiences improve a company’s environmental sustainability credentials.
“It’s clear that connected packaging experiences have reached a tipping point and are becoming an increasingly important part of the marketing mix for brands and packaging producers,” explains Jenny Stanley, managing director at the digital studio.
The survey found over half of respondents plan to increase investment in digital marketing this year.“As an efficient and cost-effective way to collect data, develop products and communicate directly with customers in real-time, as well as a simple way to improve [environmental] sustainability credentials, connected packaging has never been so valuable and in demand.”
Digital marketing growth
The survey also revealed that 59% of respondents plan to increase overall investment in digital marketing in 2022, with 40% planning to increase investment to £15,000 (US$20,280). Over half (53%) have spent less than £15,000 on connected packaging experiences to date.
Meanwhile, 58% of respondents indicated they are certain digital marketing will become the main route to communicating directly with customers.
With 41% of respondents planning a new connected packaging campaign this year, over half (56%) would consider a Christmas-themed connected packaging experience as part of their Christmas marketing campaign.
Data collection benefits
Connected packaging’s value includes the opportunity for:
- GDPR-compliant data (30%)
- Informed product or marketing decisions (41%)
- Direct interaction with customers (47%)
- A platform to educate customers, and share updates and information (44%)
Respondents were confident in the increasing importance of connected packaging due to:
- The valuable data and insights available (42%)
- The opportunity to encourage customer loyalty (25%)
- A way to connect with and educate consumers on environmental sustainability (56%)
Tetra Pak’s gamified experiences
Last year, Tetra Pak Iberia launched a gamified app experience in partnership with Appetite Creative. The technology is enabled through scannable QR codes printed on drinking cartons and available to all brands in Southern Europe. 
Tetra Pak Iberia has launched a gamified app experience with Appetite Creative.
The codes and the app experience can be easily adjusted to the brand and product requirements, facilitating smart data collection and real-time market optimization.
“The technology can be invaluable, assisting brands to better understand their target audiences, but also reaching them more efficiently to build engagement,” Stanley told PackagingInsights when the partnership was announced.
In related developments, Amcor introduced customized closure liners, enabling brands to drive consumer engagement through online experiences. Also, Aptar Food + Beverage partnered with Rebo on a reusable water bottle that uses Bluetooth to help people stay hydrated.
By Joshua Poole
