5 Successful Connected Packaging Campaigns That Drove Consumer Engagement
5 Successful Connected Packaging Campaigns That Drove Consumer Engagement
Connected packaging offers brands a powerful way to interact with consumers in innovative ways that go beyond traditional marketing. Let’s explore five successful campaigns that leveraged connected packaging to drive consumer engagement and build brand loyalty.
- Coca-Cola’s ‘Share a Coke’ Campaign
Coca-Cola’s iconic 'Share a Coke' campaign personalised bottles with popular names, sparking a massive social media movement. The addition of QR codes allowed consumers to access shareable digital content, creating a blend of physical and digital engagement that resonated globally.
Key Metrics and Results:
Sales surged, and the campaign generated a wealth of user-generated content across social media.
Success Factors:
The campaign’s personalization made it relatable and inclusive, encouraging consumers to feel a deeper connection to the brand.
- Heinz’s ‘Draw Ketchup’ Campaign
Heinz’s "Draw Ketchup" campaign embraced augmented reality (AR) by inviting consumers to draw their own ketchup bottles and share their designs online. Through connected packaging, consumers could see their creations in virtual form, making the campaign interactive and memorable.
Implementation Strategies:
An AR app allowed Heinz to integrate digital interactivity with its packaging, encouraging consumers to engage directly with the brand.
Key Metrics and Results:
The campaign led to high engagement on social media, with thousands of users sharing their unique designs.
- Pepsi’s ‘PepsiMoji’ Campaign
Pepsi’s "PepsiMoji" campaign featured unique emojis on its cans, turning packaging into a fun, shareable experience. This connected packaging approach encouraged consumers to engage and share their Pepsi moments online.
Success Factors:
Pepsi’s visual storytelling used emojis to appeal to diverse audiences, making the campaign relatable and easy to engage with.
Key Metrics and Results:
With wide reach on social media, Pepsi reported increased engagement, particularly among younger audiences.
- Nestlé’s QR Code for Transparency Campaign
Nestlé addressed consumer demand for transparency by adding QR codes on its packaging, which provided details about product sourcing and production. This connected packaging approach built trust with consumers who value transparency.
Implementation Strategies:
Scannable QR codes linked to in-depth product information, empowering consumers to make informed choices.
Key Metrics and Results:
Nestlé saw increased consumer trust and positive feedback, with many consumers using the QR feature to learn more about the products.
- Johnnie Walker’s ‘Smart Bottle’ Technology
Johnnie Walker used NFC technology in its "smart bottle" campaign, allowing consumers to access personalised content, cocktail recipes, and exclusive offers by simply tapping their smartphones. This campaign highlighted the potential of IoT in connected packaging.
Success Factors:
The premium, interactive experience reinforced Johnnie Walker’s luxury image, while also providing valuable content to consumers.
Key Metrics and Results:
The campaign saw high engagement rates and provided Johnnie Walker with valuable data on consumer preferences.
Why Connected Packaging Works
These campaigns show how connected packaging can drive engagement, build brand loyalty, and create memorable customer experiences. By merging physical and digital touchpoints, brands can create compelling interactions that make a lasting impact.
Ready to harness the power of connected packaging?
At Appetite Creative, we specialise in creating innovative connected packaging solutions that captivate audiences. Book a demo with us to see how we can help your brand connect with consumers in new, exciting ways!
