Alpro Launches Innovative Connected Packaging Experience

In an innovative twist to consumer engagement, Danone’s plant-based brand, Alpro, has collaborated with connected packaging specialists Appetite Creative to debut an immersive digital experience aimed at educating consumers on the nutritional advantages of Alpro's new Kids range. This latest product suite includes an assortment of oat and soya-based drinks, each boasting 30% less sugar compared to standard children’s offerings, and features enhancements in calcium, vitamin D2, iodine, B2, and B12.

The centerpiece of this consumer interaction is a web app accessed through QR codes featured on product packaging. The application simulates an adventure video game, where players navigate different stages collecting virtual Alpro ingredients as one of several avatars, including Miss Berry, Oatino, and Soystorm. The game offers incentives for engagement; top performers in the UK, for instance, have the chance to win weekly £100 Lego gift vouchers.

Gianluca Ciliento, Europe brand manager for Alpro’s plant-based division, emphasized the dual mission of the new range: promoting healthier lifestyle choices while delivering a joyful consumer experience. Jenny Stanley, managing director at Appetite Creative, highlighted the alignment of the connected experience with the company's brand guidelines to craft a truly compelling user interaction.

The gamified platform gathers real-time data such as user demographics and interaction preferences, allowing for improved marketing strategies while adhering to GDPR standards. The campaign extends across multiple countries, with the UK experience exclusively accessible in Asda outlets during the summer months.