Appetite Creative, in collaboration with Tetra Pak, has launched an updated smart packaging experience aimed at enhancing consumer engagement for a leading European fruit juice producer. This innovative campaign, now in its third iteration due to popular demand, introduces a vibrant summer drinks theme, offering new recipes tailored to individual tastes and preferences.
Users are invited to explore a variety of sizzling summer-themed recipes, blending flavors like mango, passionfruit, and pomegranate from the one-litre range. These combinations promise delights ranging from decadent chocolate cakes with pomegranate glazes to refreshing pink super smoothies and exotic coconut mango lassis.
Central to the experience is an interactive web app accessible via QR codes, featuring a personality quiz that tailors recipes based on consumer preferences and consumption habits. Both alcoholic and non-alcoholic beverage recipes are generated, catering to diverse tastes and occasions.
“We’re excited to see continued enthusiasm for connected packaging,” remarked Lena Feichtenschlager, Marketing Director DACH at Tetra Pak. “It underscores the value of enhancing consumer interactions and fostering brand loyalty.”
Jenny Stanley, Managing Director at Appetite Creative, highlighted the appeal of mixology combined with interactive elements like personality quizzes: “Consumers are drawn to engaging experiences that offer both fun and utility. This updated campaign allows fruit juice enthusiasts to explore new recipes and share inspiration.”
The campaign includes a competition where participants can win Thermomix® TM6 blenders and branded cocktail packages by completing quizzes or sharing content on social media. Appetite Creative has designed the connected experience for flexibility, enabling real-time content updates.
To support the campaign, in-store shelf wobblers and other point-of-sale materials will communicate product information, complemented by digital and social media outreach to expand brand awareness.
The refreshed smart packaging and personality quiz experience will run in Austria until September, localized in the market language to ensure broad accessibility and engagement.
For further details and participation, consumers can visit the campaign’s dedicated web app, enhancing their summer beverage enjoyment through innovative, personalized recipes.