Jus de Fruits Caraïbes collaborates with Tetra Pak and Appetite Creative for connected packaging
11 Sep 2023 --- Schweppes International’s exotic fruit drinks brand Banga is employing smart packaging developed in partnership with Tetra Pak and Appetite Creative. French West Indies fruit juice company Jus de Fruits Caraïbes will utilize the interactive connected packaging experience to educate Banga consumers on environmental sustainability and allow them to scan the on-pack QR codes to play games.
The web app-based connected experience features a section raising awareness on using tethered caps, a quiz to help customers understand how to recycle the beverage cartons and understand the brand better, and a game where they can slice fruit to create fruit juice.
“Connected packaging brings us closer to our customers by offering a different form of communication and one that is adapted to our target of young consumers. It also brings a strong, modern image to our brand, which has been made in Guadeloupe for 40 years, encouraging loyalty and helping us to stand out from our competitors,” Cécile Bouvier, director of marketing R&D at Banga tells Packaging Insights.
Meanwhile, Cloé Morel, marketing manager at Tetra Pak, shares: “From Tetra Pak’s perspective, connected packaging is a solution to support Jus de Fruits Caraïbes and Banga’s consumer engagement and brand loyalty.”
“We are happy to support in communicating the advantages of the packaging, especially the new tethered cap and the recyclability aspects. We aim at using our packaging as the best support to share these messages and connected packaging is an innovative way to do so.”
The app can track real-time consumer interaction to enable brands to optimize and understand consumer behavior. Insights and loyalty
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 optimize its marketing and better understand consumers.
“We’re seeing more and more brands invest in connected experiences to help consumers become eco-minded and sustainable, and this campaign takes that one step further by doing good through incentivized charity donations. Jus de Fruits Caraïbes has made it easy and fun for consumers to recycle and give back to their local community – it’s a win for everyone,” says Jenny Stanley, managing director at Appetite Creative.
Every time users participate in the connected experience, a small donation is made by Jus de Fruits to a local children’s charity. Additionally, quiz leaderboard winners can win Banga-branded prizes.
“Banga is 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,” remarks Morel.
Unprecedented investments
Regarding the significance of smart packaging, Stanley tells us that consumers see QR codes as a standard way to access branded content, games and experiences, “and they are happy to share their data in exchange for this value add.”
“Combined with the rise of connected packaging experiences, brands are likely to increase their investment in this supercharged media channel like never before, and the results are already impressive.”
Stanley spoke at Paris Packaging Week earlier this year, and the trends she observed at the conference reflect the growing importance of sustainability, personalization and smart packaging across the industry.
“Both brands and packaging producers are working to reduce their environmental impact, improve the customer experience, and streamline operations via innovative technologies and materials,” she concludes.
By Radhika Sikaria
