Woodlands Dairy’s challenge was to effectively communicate their sustainability initiatives to a diverse audience so they partnered with Tetra Pak and Appetite Creative. Through a QR code on cartons, consumers accessed an interactive quiz, promoting sustainability awareness and Woodlands Dairy’s efforts, resulting in a 30% increase in sales and 2min and 14sec of average engagement time. To continue, Bacardi aimed to enhance brand loyalty and showcase versatility through an engaging app, resulting in repeated user engagement with an average session length of 2min and 30sec. The campaign distributed 12 bottles of rum and over 900 mojitos, creating brand awareness and demonstrating the success of their interactive and stylish approach. Recently, Emmi Good Day also partnered with Appetite Creative to use QR Codes on Tetra Pak packaging, resulting in a four-month campaign that garnered 45,897 game plays and an average user time of 1 minute and 41 seconds. Market research questions were answered over 50,000 times, enhancing consumer understanding and making this connected packaging project a successful initiative.

In 2023, the survey found that 81.5% of respondents had used Connected Packaging as a brand in the last year, showing a significant increase compared to 2022 (46%). The survey further revealed that 88% of respondents plan to increase their investment in digital marketing spend in 2023, compared to 59% in the previous year. In terms of Connected Packaging campaigns, a staggering 88% claimed to have plans for such campaigns this year.

Connected packaging modernizes the consumer experience by integrating internet-enabled features into product packaging. Utilizing technologies like QR Codes, Near-Field Communication (NFC), and RFID chips, it enables direct engagement between brands and consumers via smartphones. It makes packaging a gateway for accessing product details, interactive content such as games and quizzes, while helping brands collect first-party data.