Connected Packaging for Good with Jus de Fruits Caraïbes

Challenge

French West Indies fruit juice company, Jus de Fruits Caraïbes, partnered with creative technology studio Appetite Creative and world leading food processing and packaging company Tetra Pak, to build a fun and interactive connected packaging experience which raises awareness about its sustainability credentials and gives back to the local community.

Solution

Launched in September 2023, the smart packaging campaign, featuring Schweppes International’s exotic fruit drinks brand Banga, utilises a web app based connected experience accessed via QR codes. Users were able to play an entertaining fall game where they were encouraged to slice fruit to create fruit juice. Every time users participated a small donation was made to a local children’s charity guaranteeing support for those that need it.

The connected experience contained a quiz to help customers understand how to recycle the beverage cartons and understand the brand better. It also featured an education section which explains the environmental benefits and how to use the new tethered caps as well as outlining the positive environmental practices committed to by the juice brand. In addition to charity donations, quiz leaderboard winners were able to win Banga branded prizes.

Cécile Bouvier, Director of Marketing at Jus de Fruits Caraïbes, explained that they, “chose to partner with this charity because we share common values and believe in its mission. By integrating their work into our connected experiences, we wanted to raise awareness of their cause and encourage social engagement through our campaigns.”

The web app tracked real-time interaction, such as buying habits, product preferences, 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 consumers. 

Results

The campaign generated an average engagement time of 2 minutes and 37 seconds, over 20.9k submissions, and peak daily registration numbers at 172 users. The majority of participants were aged between 18-24 age, followed closely by those aged 25-34 and 35-44, showing the campaign’s effectiveness in capturing the attention of younger demographics.

The majority of product packaging QR code scans originated from the Banga Multifruits 2L product, generating 48% of total scans. By the end of the campaign, 4.7k customer emails had been collected for marketing purposes.

Three key benefits that emerged from the campaign included:

1. Positive Brand Perception: Consumers appreciated the brand’s innovative use of technology for sustainability and charitable purposes, enhancing its reputation.
2. Enhanced Sustainability Awareness: The campaign encouraged eco-minded behaviour and responsible recycling practices, aligning with the brand’s sustainability goals.
3. Community Engagement: By making charitable donations for each game participation, the brand demonstrated its commitment to giving back to the community, strengthening its bond with customers.

For Jus de Fruits Caraïbes the campaign was a success in many respects, said Cécile Bouvier, Director of Marketing at Jus de Fruits Caraïbes, “The objectives set were achieved and even exceeded. We’ve seen a significant increase in awareness of the cause and increased participation from our target audience.”

“My favourite part of the campaign was seeing the tangible positive impact we had on the community. The positive feedback, increased contributions, and awareness generated were extremely gratifying,” shared Cécile Bouvier.

In a world where consumers increasingly value purpose-driven brands, campaigns like this highlight the potential of connected experiences to drive positive change. By making recycling and community support accessible and enjoyable, Jus de Fruits Caraïbes succeeded in creating a win-win scenario for both the brand and its consumers. With campaigns like these paving the way, the future of marketing lies in creating meaningful connections that not only drive business growth but also contribute to positive social change.

Jenny Stanley is Managing Director at Appetite Creative.

  Appetite Creative, Cécile Bouvier, Jus de Fruits Caraïbes, Tetra Pak