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 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.
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.
Jenny Stanley, managing director at Appetite Creative, said: “This updated connected packaging experience offers brands working with Tetra Pak compelling ways to interact directly with and better understand customers. The experience will both help educate customers and give them a reason to keep coming back to a favourite product time and time again. It’s brilliant to see Tetra Pak committing to this informative and insightful connected experience. QR codes really are the future of product packaging.”
Lena Feichtenschlager, Marketing Director DACH, Tetra Pak, said: “We are excited to see the on-pack communication designs evolving to a connected packaging experience that raises consumer awareness on sustainability in a fun and interactive way, while providing our customers with useful insights on consumer behaviour.”
