Juice and beverage producer Gulf Union Foods has teamed up with creative technology studio Appetite Creative to offer a connected packaging experience for Gulf Union’s juice brands.

The new packaging leverages an app-based experience, which can be accessed via QR codes.

By scanning these codes, which feature across the full size range of Gulf Union’s Original and Zero carton packs, users can engage in two juice-themed games, including Juice Punch and Juice Run.

According to developer Appetite Creative, Juice Punch is an IQ-based challenge where users are required to organise drinking glasses to contain only one colour.

Juice Run meanwhile, is designed to test player speed and attention and requires players to navigate through various obstacles and challenges while collecting juices of the same colour.

In addition, users can take shareable selfies by decorating themselves with a fruity tiara or turning themselves into a mango.

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Gulf Union marketing manager head Imad Assi said: “We’re pleased with this great interactive experience symbolising the energetic boost Gulf Union’s juices offered. We wanted to create a memorable and exciting experience for our younger consumers kicking off their studies with high energy and enthusiasm.”

Saudi-Arabia-based agency Ability has assisted Appetite Creative in managing the media, communication strategies, and execution of the campaign.

The web app also provides the brands with access to the number of visitors, return visitors, average engagement time, scan rate, and social media shares, including personal data in compliance with the General Data Protection Regulation.

The information will help Gulf Union to better understand its consumers and create more personalised marketing in future.

Appetite Creative managing director Jenny Stanley said: “Back-to-school offers Gulf Union a great moment to connect with customers of all ages.

“We’re seeing brilliant results from tailoring and adapting connected experiences for different times of the year – it’s a great way to ensure connected packaging stays relevant and encourages customers to keep coming back for more.”