Tetra Pak East Africa - Tetra Pak East Africa

Project Overview

In June of 2022, the Lewa Safari marathon took place at Lewa, Kenia, and Tetra Pak was there to hydrate the runners with their sustainable cartons of water that had a special connected experience developed by us. The challenge was creating the first-ever water in a connected package with a QR code that offers users a completely new interactive experience. Used by runners at the Lewa safari Marathon, the environmentally sustainable packet reduced carbo footprints by removing plastics weighing 300Kg. An interesting Quiz that collects data about the player’s knowledge regarding sustainability and valuable consumer insights. “Find the routes”: a simple but useful map of the marathon routes.

the challenge

The challenge was to drive awareness of the Safari Marathon, facilitate the runners with the routes, share valuable information about Lewa’s wildlife, and communicate all the advancements and actions that Tetra Pak is doing to help the sustainable production of their products in African communities.

the solution

Creating a digital experience that offered fun games as mediums to communicate the importance of recycling and sustainability actions taken by Tetra Pak to help and maintain the African ecosystem. Also, we added a live route map of the marathon to give the experience relevance and usefulness. The QR code of the connected experiences was present on the cartons of water given through the race.

the results

Tetra Pak has won Gold in the Beverages Category at the Packaging Afristar Awards 2022 for its Tetra Prisma® Aseptic 500ml packaging in East Africa. The award-winning sustainable carton was featured at the Lewa Safari Marathon in Kenya, where runners stayed hydrated while accessing a bespoke connected experience via QR codes.

Developed by Appetite Creative, the interactive platform provided educational content, games, videos about Lewa’s wildlife, and a live race map. Over 2,000 runners and spectators engaged with the experience, with an impressive average engagement time of 2 minutes and 39 seconds, highlighting the growing demand for connected packaging.

“This recognition marks a milestone for our team in East Africa, proving that connected packaging is becoming essential for brands,” said Stella Ondimu, Head of Communication, Tetra Pak East and West Africa.

Jenny Stanley, Managing Director of Appetite Creative, added, “We are incredibly proud to have developed an award-winning, innovative, and sustainable connected packaging experience.”

The Afristar Awards celebrate excellence in packaging across Africa, with winners selected by an expert jury for their creativity and innovation.