7 September 2023, London – French West Indies fruit juice company, Jus de Fruits Caraïbes,
has partnered with creative technology studio Appetite Creative and world leading food
processing and packaging company Tetra Pak, to build a fun and interactive connected
packaging experience which raises awareness about its sustainability credentials and gives
back to the local community.
The smart packaging campaign, featuring Schweppes International’s exotic fruit drinks
brand Banga, utilises a web app based connected experience accessed via QR codes. Users
can play an entertaining fall game where they are encouraged to slice fruit to create fruit
juice. Every time users participate a small donation is made to a local children’s charity
guaranteeing support for those that need it.
The connected experience also contains a quiz to help customers understand how to recycle
the beverage cartons and understand the brand better. It also features an education section
which explains the environmental benefits and how to use the new tethered caps as well as
outlining the positive environmental practices committed to by the juice brand. In addition
to charity donations, quiz leaderboard winners can win Banga branded prizes.
“We are proud to be the first local company to offer connected packaging thanks to the
support of Tetra Pak. It was a new experience for us and Appetite Creative was able to
support us with absolute professionalism,” said Cécile Bouvier, Director of Marketing R&D
at Banga.
“The Banga connected packaging experience is a great way to involve consumers in our joint
sustainability journey with Jus de Fruits Caraïbes. 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 3rd 2024. What better way to introduce the new caps on the market than with a
fun and educative experience powered by Appetite Creative?” said Cloé Morel, Marketing
Manager at Tetra Pak.
“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 incentivised 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,” said Jenny Stanley, Managing Director at Appetite Creative.
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.