London, October 3, 2023 – Gulf Union Foods Co, a prominent producer of juice and beverages, has teamed up with creative technology studio Appetite Creative to introduce a captivating and interactive connected packaging experience for its Original juice brand. The initiative aims to provide a refreshing start to the school year with fruit juice carton packs designed to engage and entertain young consumers.
This innovative smart packaging campaign utilizes a web app-based connected experience that can be accessed via QR codes, encouraging consumers to view Gulf Union’s products as an essential part of their back-to-school preparations. The campaign was executed in collaboration with the Riyadh-based agency ABILITY, responsible for managing the media, communication strategies, and campaign execution.
Through the use of QR codes found on the entire range of Original and Zero carton packs, users can enjoy two juice-themed games that blend entertainment and education. “Juice Punch” features IQ-based challenges where players must organize drinking glasses to contain only one color, while “Juice Run” tests their speed and attention as they navigate through various obstacles and challenges to collect juices of the same color.
The experience also offers shareable selfies, allowing users to don a fruity tiara or transform themselves into a mango. The games include a leaderboard ranking to encourage friendly competition. The connected packaging campaign spans the full range of 125ml, 200ml, and 250ml carton packs.
Imad Assi, Head of Marketing Manager at Gulf Union Foods, expressed his satisfaction with the interactive experience, stating, “We wanted to create a memorable and exciting experience for our younger consumers kicking off their studies with high energy and enthusiasm, symbolizing the energetic boost Gulf Union’s juices offer.”
Jenny Stanley, Managing Director at Appetite Creative, emphasized the effectiveness of tailoring connected experiences for different times of the year, saying, “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.”
Elias El Asmar, Account Director at ABILITY, highlighted the opportunity this interactive experience presents for brand awareness and market expansion. “This interactive experience was a great opportunity for the brand to increase its awareness level in the market, while also creating a new experience for both the shoppers and the consumers,” he noted.
The web app tracks real-time interaction data, including buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors, and social media shares. This data, collected in compliance with GDPR regulations, empowers the brand to optimize its marketing strategies and gain deeper insights into consumer behavior.