Don Simon - Don Simon

Project Overview

Tetra Pak, in collaboration with Appetite Creative, launched a winter-themed connected packaging campaign for a leading European fruit juice producer. The campaign aimed to inspire customers to create personalized winter drinks by offering an interactive personality test accessed via QR codes on the packaging. The initiative sought to enhance customer engagement, gather valuable consumer data, and drive brand loyalty.

the challenge

The primary challenge was to effectively communicate the sustainability benefits of the new packaging to consumers and drive engagement. With traditional packaging, conveying complex sustainability messages can be challenging, and Don Simon aimed to overcome this obstacle with innovative connected packaging solutions.

the solution

To address the challenge, Don Simon, Elopak, and Appetite Creative collaborated to develop a multifaceted solution. The Pure-Pak® eSense carton was designed to reduce greenhouse gas emissions, utilize renewable materials, and simplify the recycling process. Additionally, a web app-based connected experience was created, allowing consumers to access interactive games and quizzes via QR codes on the packaging. These games were designed to educate consumers about sustainability while offering incentives and rewards for participation.

the results

The introduction of the Pure-Pak® eSense carton and connected experience yielded significant results for Don Simon. The innovative packaging reduced greenhouse gas emissions by 40% and was 4% lighter than market alternatives. The connected experience drove consumer engagement and awareness, with users participating in sustainability-themed games and quizzes. Real-time interaction data collected through the web app provided valuable insights into consumer behavior and preferences, enabling Don Simon to optimize its marketing strategies and better understand its audience. Overall, the project successfully showcased Don Simon’s commitment to sustainability while enhancing consumer engagement and brand loyalty.