Preference Choice Publication

Tetra Pak launches universal connected smart packaging experience

David Murphy

Food processing and packaging company Tetra Pak has launched what it dubs a “universal connected experience”, accessed via its smart packaging. The Tetra Pak Iberia connected experience, created in partnership with Appetite Creative, aims to help brands engage directly with customers without the need for initial digital development costs. It is available initially to brands in southern Europe, with more countries to follow.

The white-labelled web-based app, accessed via QR codes found on Tetra Pak packaging, can be easily adapted, and tailored by 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; an AR experience to showcase the brand’s packaging in 360 degrees; and interactive games with leaderboards and competition prizes, including iPhone 12s, iPads, electric bicycles, and Nintendo Switch consoles. There’s also the option to ‘share a selfie’ with branded filters via social media and encourage friends to join the game too. 

“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," said Tetra Pak Iberia Marketing Director, José Luis Velilla. "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 optimisation. It is one more step towards a complete connected digital experience with unique codes and connected packaging.”