Juice and beverage producer, Gulf Union Foods Co, has partnered with creative technology studio Appetite Creative to create a fun and interactive connected packaging experience for its Original juice brand, to give young people a boost at the start of the school year.

The smart packaging campaign employs a web app-based connected experience, accessed via QR codes, and aims to help consumers see Gulf Union’s products as a vital part of their back-to-school preparations. Appetite Creative worked side-by-side with the Riyadh based agency, Ability, which managed the media, communication strategies and execution of the campaign.

Users can play two juice-themed games designed to entertain and educate by scanning the QR codes across the full range of Original and Zero carton packs. Juice Punch includes IQ-based challenges, where players must organise drinking glasses to contain only one colour. The Juice Run game tests player speed and attention as they navigate through various obstacles and challenges, collecting juices of the same colour.

The experience also offers shareable selfies, where users can adorn themselves with a fruity tiara or turn themselves into a mango. The games have a leaderboard ranking players to foster friendly competition. The connected packaging campaign runs across the full range of 125ml, 200ml and 250ml carton packs.

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 optimise its marketing and better understand consumers. 

“We’re pleased with this great interactive experience symbolising the energetic boost Gulf Unions juices offer,” said Imad Assi, Head of Marketing at Gulf Union Foods. “We wanted to create a memorable and exciting experience for our younger consumers, kicking off their studies with high energy and enthusiasm.”