Sustainability In FMCG
A brand’s wider contribution to or impact on society is a growing consideration for consumers, with sustainability one of the key topics under scrutiny. We’re seeing a growing demand for sustainable solutions. Brands are increasingly looking to combine environmentally friendly business practices with consumer education and engagement.
Connected packaging helps educate customers, encourage loyalty and ultimately change their behaviour for the better. QR codes found on packaging give users access to educational videos, quizzes, interactive virtual reality (VR), augmented reality (AR), instant prize wins, vouchers and fun shareable games via web-based apps.
In our recent connected packaging survey, 78% of respondents consider connected packaging will improve business sustainability credentials. Over three quarters (78%) agree that connected packaging helps to improve the sustainability credentials of a company, a drop year-on-year from 91% in 2023 and 80% in 2022.
Empowering advertisers
We’ve been helping FMCG marketers deliver important information in a way that is easy to digest and action, empowering them to make the right choices for themselves and the planet.
For example, we recently shared details about a new side panel on-pack communication for world leading food processing and packaging company Tetra Pak across its packaging in Spain and Portugal and mid-Europe including Germany and Austria.
The updated on-pack communication gives customers access to a smart packaging experience to help them learn more about sustainability. Users can access the multi-language web app based connected experience via QR codes found on the new side panel which includes a variety of fun and interactive educational games.
The sustainability focussed on-pack connected experience we created for Tetra Pak’s campaign ‘Go Nature. Go Carton.’ is a fun and interactive educational game that can be enjoyed by all ages.
Not only do customers better understand Tetra Pak’s approach to sustainability, but the campaign also allows the company to collect customer data including the location of QR codes scanned, time, day, flavour, size of the package purchased and even the store it was purchased in.
Benefits of connected packaging
Connected packaging also helps reduce wastage as QR codes can help to track products from delivery to purchase, giving insight into volume of demand, time and location of purchase and even time of consumption. As well as directly request product feedback and preferences from customers. Not only do these experiences help educate the target audience, but also the brands in how to position their messaging and future ad campaigns.
Working with Elopak and our team at Appetite Creative, Don Simon incorporated a fun and interactive connected sustainability-focussed experience to help educate consumers about the benefits of the new aluminium-free Pure-Pak® eSense packaging. Interactive games gave consumers an engaging way to learn about its plant-based drinks and benefits of the new packaging.
The games included creating packaging from sustainable materials, creating products from plants and carton recycling, a quiz plus much more. Users collected points to exchange for coupons and win a range of prizes. This loyalty programme helped the brand track customer behaviour, encourage product trials and redirect them to ecommerce channels.
Seamlessly combining education with interaction, the role connected packaging plays in the consumer journey means it has a genuine ability to change consumer behaviour on issues that really matter. It’s a win for brands, for consumers, and for the planet.
