Tetra Pak starts to roll out connected packaging for all its customers

Global food processing and packaging company and AIPIA member Tetra Pak has launched a new ‘universal’ connected experience accessed via its smart packaging, available to all brands, it says. In what it claims as a first for the packaging industry, the new Tetra Pak Iberia connected experience, created in partnership with digital experiences studio Appetite Creative, aims to help a variety of brands engage directly with customers without the need for initial digital development costs.

The ‘white labelled’ web-based app, accessed via QR codes found on the packaging, can be adapted, and tailored to brand and product requirements. It tracks real-time interaction, such as the product flavour scanned, 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 customers.

The connected experience can be adapted to the specific needs of each brand and product, to create a bespoke digital marketing solution for each type of audience. Divided into two different segments, the app offers versions suitable for young people and adults. Both options offer templated functionality which includes quizzes, AR experiences to showcase the brand’s packaging in 360 degrees, interactive games with leader boards and competition prizes. Also an option to ‘share a selfie’ with branded filters via social media and encourage friends to join the game too, is available.

Offering a variety of games, including some focused on environmental sustainability, the app includes quizzes which not only give tips and advice, but also explains how the company tries to be more sustainable. It uses interactive games to engage users and those with high scores are rewarded with a variety of high value competition prizes.

“We are proud to offer the entire food industry access to connected packaging through our new app and to take advantage of the enormous value that this technology can deliver to brands. Open to everyone, we want to engage with as many brands as possible to help them create a unique connection with consumers and beneficiaries of smart data and real-time marketing optimization. It is one more step towards a complete connected digital experience with unique codes and connected packaging,” said José Luis Velilla, marketing director of Tetra Pak Iberia.

“Connected packaging can offer brands a huge opportunity to connect with customers in a compelling and interactive way, via their very own branded media channel. Tetra Pak has made this easier than ever before through the new app, which gives brands the foundations for a brilliant connected experience, all they need to bring is their branding,” explained Jenny Stanley, MD at Appetite Creative.

Tetra Pak Iberia utilises QR codes due to increasingly widespread use among consumers, it reports. According to research from Nielsen and Tetra Pak, 55% of the population have already scanned food products and 76% say they would use them to learn more about them or enter competitions.

The new connected experience is currently only available to Tetra Pak brands in southern Europe, with more countries due to be added soon.

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