Jus de Fruits Caraïbes - Jus de Fruits Caraïbes
Jus de Fruits Caraïbes, a fruit juice brand based in the French West Indies, partnered with creative technology studio Appetite Creative to launch a smart and interactive Connected Packaging experience. The project aimed to raise awareness about the brand's sustainability credentials and support the local community. The campaign featured Banga, an exotic fruit drinks brand under Schweppes International, and utilised a web app accessed via QR codes on the packaging.
Jus de Fruits Caraïbes faced the challenge of engaging consumers in their sustainability journey while promoting responsible beverage carton recycling. They also wanted to find a meaningful way to give back to the local community and raise awareness about their commitment to positive environmental practices. Furthermore, with the impending European Single Use Plastic Directive, the brand needed to introduce the new tethered caps mandated by the directive in a way that would be interesting and educational for consumers.
To address the challenges, the team developed a Connected Packaging experience that combined entertainment, education, and charitable giving. The web app enabled users to play an entertaining fall game where they sliced virtual fruit to create fruit juice. Each participation in the game triggered a small donation to a local children's charity, thus ensuring support for those in need.
The connected experience also included a quiz to educate customers on how to recycle the beverage cartons responsibly and to improve their understanding of the brand's sustainability initiatives. Additionally, the web app explained the environmental benefits of the new tethered caps and how to use them effectively.
The fun and educational experience powered by Appetite Creative allowed the brand to introduce the new caps in an engaging way.
- Positive Brand Perception: Consumers appreciate Jus de Fruits Caraïbes' efforts to use innovative technology for sustainability and charity purposes, which improves the brand's reputation.
- Enhanced Sustainability Awareness: The Connected Packaging experience helps consumers become more eco-minded and encourages responsible recycling practices, aligning with the brand's sustainability goals.
- Community Engagement: By making small donations to a local children's charity for each game participation, the brand demonstrates its commitment to giving back to the community, strengthening its bond with customers.
The campaign is currently live and we will update the results section later on.
