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Sizzling summer-themed connected packaging inspires personality-based drinks to tantalise taste buds
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Saturday, 13 July, 2024, 16 : 00 PM [IST]
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London, UK
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Creative technology studio Appetite Creative in partnership with world leading food processing and packaging company Tetra Pak, has refreshed the fun and interactive smart packaging experience created for a leading European fruit juice producer with a brand-new summer drinks theme to inspire customers.
The updated campaign, which will run for a third time due to its popularity, unveils brand new sizzling summer-themed recipes for tailored drinks, desserts and cocktails to fit any personality type.
Inspiring users to mix juices to create new flavoursome combinations, the connected experience reveals tantalising new recipes for a range of desserts, savoury dishes and drinks featuring products. Mango, passionfruit and pomegranate flavours from the one-litre range can be combined to create a decadent chocolate cake with a pomegranate glaze, a refreshing pink super smoothie or exotic coconut mango lassi among others.
In addition to inspirational recipes, the web-app connected experience accessed via QR codes, gives customers access to an interactive personality test. Recipes are tailored to the results of the personality quiz, including product preferences and the time of day a customer usually consumes the drink. The connected experience generates alcoholic and non-alcoholic recipes.
To perfect their new drink sensation recipes, users can enter a competition by completing the in-built quiz or sharing content on social media, to win one of eight Thermomix TM6 blenders, or one of 25 branded cocktail packages (which includes two 1.0L fruit juice cartons and branded cocktail glasses). Appetite Creative has designed all three versions of the connected experience with functionality that allows content to be swapped out in real-time.
Lena Feichtenschlager, marketing director DACH at Tetra Pak, said, “It’s great to see our partners continue to embrace connected packaging, and reap its many benefits, time and time again, to enhance the consumer experience and build brand loyalty.”
Jenny Stanley, managing director at Appetite Creative, said, “We’re seeing mixology as an ever-increasing trend – and consumers love it when it’s combined with fun interactive games like a personality quiz. The third iteration of this connected packaging experience gives fruit juice fans the opportunity to try even more great recipes and share inspiration. It’s a testament to the longevity and interactivity delivered by connected packaging – customers just keep coming back for more.”
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