Project Overview
Jus de Fruits Caraïbes, a fruit juice brand based in the French West Indies, partnered with creative technology studio Appetite Creative to launch a smart and interactive Connected Packaging experience. The project aimed to raise awareness about the brand’s sustainability credentials and support the local community. The campaign featured Banga, an exotic fruit drinks brand under Schweppes International, and utilised a web app accessed via QR codes on the packaging.
Challenge
Jus de Fruits Caraïbes faced the challenge of engaging consumers in their sustainability journey while promoting responsible beverage carton recycling. They also wanted to find a meaningful way to give back to the local community and raise awareness about their commitment to positive environmental practices. Furthermore, with the impending European Single Use Plastic Directive, the brand needed to introduce the new tethered caps mandated by the directive in a way that would be interesting and educational for consumers.
Solution
To address the challenges, the team developed a Connected Packaging experience that combined entertainment, education, and charitable giving. The web app enabled users to play an entertaining fall game where they sliced virtual fruit to create fruit juice. Each participation in the game triggered a small donation to a local children’s charity, thus ensuring support for those in need.
The connected experience also included a quiz to educate customers on how to recycle the beverage cartons responsibly and to improve their understanding of the brand’s sustainability initiatives. Additionally, the web app explained the environmental benefits of the new tethered caps and how to use them effectively.
The fun and educational experience powered by Appetite Creative allowed the brand to introduce the new caps in an engaging way.
Results
The campaign generated an average engagement time of 2 minutes and 37 seconds, over 20.9k game submissions, with peak daily registration numbers at 172 users. The majority of participants, at 32%, were aged between 18-24 years, followed closely by those aged 25-34, at 26%, and 35-44, at 17%. Showing the campaign’s effectiveness in capturing the attention of younger demographics.Most of the product packaging QR code scans originated from the Banga Multifruits 2L product, generating 48% of total scans. By the end of the campaign, 4.7k customer emails had been collected for marketing purposes.
Three key benefits that emerged from the campaign included:
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- Positive Brand Perception: Consumers association of brand’s innovative use of technology for sustainability and charitable purposes, enhancing its reputation.
- Enhanced Sustainability Awareness: The campaign encouraged eco-minded behaviour and responsible recycling practices, aligning with the brand’s sustainability goals. By encouraging responsible beverage carton recycling in its users, and fostering sustainability knowledge through its quiz section.
- Community Engagement: By making charitable donations for each game participation, the brand demonstrated its commitment to giving back to the community, strengthening its bond with customers. In total the campaign generated a donation of 5,515 Euros to the chosen charity, Association Les P’tits Doudous de Cornouaille.
