Digital technology studio Appetite Creative, in collaboration with packaging company Tetra Pak, has launched a new interactive smart packaging for European fruit juice producer Rauch. 

This smart packaging has been launched to support Rauch’s winter drinks theme.

It has been introduced for one-litre juice packs in three different flavours, including orange, pineapple, and apple.

The refreshed winter-themed packaging will be available across the Czech Republic, Hungary, Slovenia, and Slovakia. Customers residing in these locations can access the connected packaging experience in their relevant local languages.

Appetite Creative said that its smart packaging offers a web app-based connected experience, which can be leveraged via an on-pack QR code.

Customers can take an interactive personality test by scanning the QR code printed on the juice pack, which reveals the best winter-themed juice drink to match a particular personality type.

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Customers taking this quiz will also get various customised alcoholic and non-alcoholic festive cocktail recipes based on their personality type.

According to Appetite Creative, the web app tracks consumers’ real-time interactions, including average engagement time, location, buying habits, and product preferences.

Appetite Creative managing director Jenny Stanley said: “We are proud to launch the next iteration of this connected experience – it’s a great combination of fun interactive shareable content with new and exciting drinks inspiration.

“The data collected helps the brand to better understand customer preferences and behaviours.”

The digital technology company further confirmed that this connected packaging campaign will be supported by in-store shelf wobblers, as well as other point-of-sale materials.

Tetra Pak regional marketing manager Farahnaz Mohsenin said: “We are pleased with the results of the summer drinks campaign – it was a popular revisited connected experience which enhanced the consumer experience and helped build brand loyalty.”

Appetite Creative has also partnered with Gulf Union Foods to launch a connected packaging experience for Gulf Union’s juice brands.