Don Simon unveils 100 % sustainable smart packaging featuring the world ’ s first Pure-Pak ® eSense carton
Spanish number one juice brand in Spain , Don Simon , has unveiled its first ever 100 % environmentally friendly and smart packaging , doing good for both consumers and the planet .
In partnership with its packaging supplier Elopak and creative technology studio Appetite Creative , Don Simon has incorporated a fun and interactive connected experience to help educate consumers about the benefits of the new Pure-Pak ® eSense packaging , for both consumers and the environment .
The smart packaging utilises a web app based connected experience accessed via QR codes to inform consumers about the benefits of the new aluminium-free carton . It utilises 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 , Don Simon has reduced its greenhouse gas ( GHG ) emissions by 40 %, the packaging is also 4 % lighter than market alternatives and 90 % renewable .
At this year ’ s Connected Packaging Summit , the García Carrión family said , “ Packaging is not just a container any more . Connected packaging allows us to establish a bidirectional and interactive communication channel with consumers . We can now learn about what really matters to them . Through connected experiences , we have the opportunity to make consumers part of our brand journey , transforming passive products into experiential and interactive touchpoints .”
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 benefits of the new packaging .
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The games include creating packaging from sustainable materials , creating products from plants and carton recycling , a quiz plus 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 .
Don Simon 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 minimise its environmental footprint and contribute to its ‘ zero waste ’ and ‘ zero net emissions ’ objectives .
“ It ’ s essential for brands to consider all aspects of sustainability and this campaign not only puts sustainability front and centre , but it makes it easy and fun for consumers to recycle . We ’ re also giving them an opportunity 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 ,” said Jenny Stanley , Managing Director at Appetite Creative .
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 GDPRcompliant personal data to enable the brand to optimise its marketing and better understand consumers .
The new aluminium-free aseptic carton Pure-Pak ® eSense , created by leading global supplier of carton packaging , Elopak , reduces its 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 fibres and the polyolefin layers .
The new packaging , connected experience and competition will be available from November .
www . donsimonuk . com www . appetitecreative . com