SPAIN – Spanish number one juice brand in Spain, Don Simon, has unveiled its first-ever 100% environmentally friendly and smart packaging in collaboration with Elopak and creative technology studio Appetite Creative.
The smart packaging utilizes a web app-based connected experience accessed via QR codes to inform consumers about the benefits of the new aluminum-free carton.
It utilizes a transparent cap made from renewable plastics, and the unbleached Natural Brown Board and easy folding enables convenient recycling and reduces food waste.
With the new packaging, the Spanish firm has reduced its greenhouse gas (GHG) emissions by 40%, the packaging is also 4% lighter than market alternatives and 90% renewable.
The Don Simon connected experience offers a range of interactive games linked to sustainability, giving consumers an engaging way to learn about its plant-based drinks and the benefits of the new packaging.
The games include creating packaging from sustainable materials, creating products from plants and carton recycling, a quiz and much more.
They are timed, and each new level becomes more difficult. Users participate to collect points, which they can exchange for coupons and win a range of prizes.
The company is also using the connected experience to find ambassadors for the brand who will get a first look and taste of new products and packaging – to help immerse consumers in plans to minimize its environmental footprint and contribute to its ‘zero waste’ and ‘zero net emissions’ objectives.
Jenny Stanley, Managing Director at Appetite Creative said: “It’s essential for brands to consider all aspects of sustainability and this campaign not only puts sustainability front and center, but it makes it easy and fun for consumers to recycle.
“We’re also allowing them to get involved via the ambassador competition – which offers incentives for consumers who want early access to new products and other brand updates – helping Don Simon find its most engaged influencers to share their passion for the brand.”
The web app tracks real-time interaction, such as buying habits, product preferences, average engagement time, location, scan rate, number of visitors, return visitors and social media shares, including GDPR-compliant personal data to enable the brand to optimize its marketing and better understand consumers.
The new aluminum-free aseptic carton Pure-Pak eSense reduces carbon footprint by up to 50%, unlocks the potential to be fully renewable and simplifies the recycling process, as the new polyolefin barrier enables a one operation separation of the fibers and the polyolefin layers.
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