Today we will talk about a new concept that is beginning to appear in the information space of the packaging industry. New, but not entirely new. Remember, relatively recently we had an article about the use of QR codes in packaging design. Then we briefly talked about the capabilities of this technology. Now let's talk about this in more detail.

Indeed, the concept of connected packaging is closely related to the use of a QR code on the packaging and connecting the buyer through it to a web application. We will show all the advantages using the example of the Banga brand of exotic fruit drinks, owned by Schweppes International. French West Indies fruit juice company Jus de Fruits Caraïbes, which produces the brand, will use an interactive connected packaging experience to educate Banga consumers about sustainability and allow them to scan QR codes on the packaging to play games.

The app includes an information section highlighting the recycling options for juice packaging and the new tie-on caps that will become mandatory in Europe from summer 2024. Also in the application, the buyer can take part in a quiz with questions about recycling cardboard boxes and about the brand. Leaders of the quiz table receive small prizes from the company. And finally, the application has a simple game in which you can cut fruits into juice. This is what the buyer sees.

From a marketing point of view, this application tracks the buyer’s interaction with the product in real time. And it can provide statistics on product preferences, average interaction time, geolocation, number of visitors, including returning ones, reposts on social networks, including personal data that complies with GDPR requirements. All this allows the company to more clearly build its marketing policy.

Connected packaging is becoming increasingly popular among companies. It is gradually turning into a full-fledged media channel that can play a significant role in promoting a brand.

Materials used from packaginginsights.com