Tetra Pak launches connected packaging

Ready solution for Tetra Pak user brands in Southern Europe

The Tetra Pak connected solution using QR codes launched on 24 November 2021 is open to all brands that use the company's solutions, in Southern Europe Photo Tetra Pak
The Tetra Pak connected solution using QR codes launched on 24 November 2021 is open to all brands that use the company's solutions, in Southern Europe Photo Tetra Pak

24 November 2021, London / Madrid – The Tetra Pak food processing and packaging company today launched a new ‘universal’ connected experience accessed via its smart packaging, available to all brands. In a first for the packaging industry, the new Tetra Pak Iberia connected experience, created in partnership with digital experiences studio Appetite Creative, looks to help a variety of brands engage directly with customers without the need for initial digital development costs.

The ‘white labeled’ web-based app, accessed via QR codes found on Tetra Pak packaging, can be easily adapted, and tailored by brand and product requirements. It tracks real-time interaction, such as the product flavor scanned, 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 customers.

The Tetra Pak connected solution using QR codes launched on 24 November 2021 is open to all brands that use the company's solutions, in Southern Europe Photo Tetra
A more adult generic version of the Tetra Pak connected solution is shown Photo Tetra Pak

The connected experience can be adapted to the specific needs of each brand and product, to create a bespoke digital marketing solution for each type of audience. Divided into two different segments, the app offers versions suitable for young people and adults. Both options offer templated functionality which includes quizzes, and an AR experience to showcase the brand’s packaging in 360 degrees, interactive games with leaderboards, and competition prizes. There is an option to ‘share a selfie’ with branded filters via social media and encourage friends to join the game too.

Offering a variety of games, including some focused on environmental sustainability, the app includes quizzes which not only give tips and advice, but also explains how the company tries to be more sustainable every day. It uses fun interactive games to engage users and those with high scores are rewarded with a variety of high value competition prizes including iPhone 12, iPads, electric bicycles, or a Nintendo Switch. 

“We are proud to offer the entire food industry access to connected packaging through our new app and to take advantage of the enormous value that this technology can deliver to brands. Open to everyone, we want to engage with as many brands as possible to help them create a unique connection with consumers and beneficiaries of smart data and real-time marketing optimization. It is one more step towards a complete connected digital experience with unique codes and connected packaging,” said José Luis Velilla, Marketing director of Tetra Pak Iberia.

“Connected packaging offers brands a huge opportunity to better connect with customers in a compelling and interactive way, via their very own branded media channel. Tetra Pak has made this easier than ever before through the new Iberia app, which gives brands the foundations for a brilliant connected experience, all they need to bring is their branding,” said Jenny Stanley, managing director at Appetite Creative. 

Tetra Pak Iberia utilizes QR codes due to their increasingly widespread use among consumers. According to research from Nielsen and Tetra Pak, 55% of the population have already scanned food products and 76% say they would use them to learn more about the products or enter competitions. The new connected experience is currently only available to Tetra Pak brands in southern Europe, with more countries due to be added soon. 

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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