Don Simon launches QR code-based education initiative through Pure-Pak eSense brand
22 Nov 2022 --- Spanish juice brand, Don Simon, has unveiled its first “100% environmentally friendly” and smart packaging, Pure-Pak eSense. The pack is integrated with an app that has interactive games linked to sustainability, giving consumers an engaging way to learn about its plant-based drinks and the benefits of the new packaging.
To create the packaging and technology, Don Simon partnered with the packaging supplier Elopak and creative technology studio, Appetite Creative.
The web app-based provides consumers with a connected experience accessed via QR codes to inform consumers about the aluminum-free carton through written information and games.
We always put the use of natural raw materials first, from sustainable local agriculture. In the elaboration of our products, we prioritize the use of renewable energies such as bioenergy, respect for biodiversity, the creation of stable work and the use of natural resources to achieve a better future,” the owners of Don Simon, the García Carrión family tells PackagingInsights.
“It's essential for brands to consider all aspects of sustainability and this campaign not only puts sustainability front and center, but it makes it easy and fun for consumers to recycle,” adds Jenny Stanley, managing director at Appetite Creative.
After scanning a QR code, consumers have access to content detailing the creation of packaging from sustainable materials, for example products from plants and carton recycling.
“It is a new way of getting closer to the consumer, which allows us to learn about them and, at the same time, educate them about the benefits of this new packaging. In short, it is a two-way communication channel that will allow us to involve consumers in our Don Simón brand,” says the García Carrión family.
Some of the games are timed with each new level becoming more difficult. Once completing the games, users collect points which they can exchange for Don Simon coupons and win a range of prizes.
The 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 personal data to enable the brand to optimize its marketing and better understand consumers.
The company is also using the app to find ambassadors for the brand who will get a first look and taste of new products and packaging.
The new carton reduces its carbon footprint by up to 50% compared to its last model. It unlocks the potential to be fully renewable and simplifies the recycling process, with the new polyolefin barrier enabling a one-operation separation of the fibers and the polyolefin layers.
“This innovative development is the first aseptic carton pack without aluminum and with a higher percentage of plant material, thus presenting great benefits and reducing carbon emissions,” continues the García Carrión family.
The carton also features a transparent cap made from renewable plastics with an unbleached Natural Brown Board and easy folding for convenient recycling which can reduce food waste.
The carton will allow Don Simon to reduce its greenhouse gas emissions by 40%, with its packaging also being 4% lighter than market alternatives and 90% renewable.
The carton-connected experience and competition have been available since the beginning of November.
“We’re also giving them an opportunity to get involved via the ambassador competition – which offers incentives for consumers who want early access to new products and other brand updates – helping Don Simon find its most engaged influencers to share their passion for the brand,” concludes Stanley.
The pharmaceutical industry has been utilizing QR codes as a means to combat counterfeit packaging for years.
Other industries have been adopting the technology on their own packaging not for counterfeit purposes, but as a means to enhance consumer experience. Avery Dennison and The R Collective implemented QR code tags that provide information on the clothing and sustainability messaging, in September.
Recently, Huhtamaki launched an ice cream carton with a QR code that provides consumers with more information on environmental sustainability.
By Sabine Waldeck
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