Emmi Partners with Tetra Pak for AR Packaging

Swiss milk processor, Emmi, in partnership with food packaging company, Tetra Pak, has launched an augmented reality (AR) connected experience accessed via its smart packaging. Created in partnership with digital experiences studio, Appetite Creative, the AR-enabled experience seeks to encourage healthy, happy and positive lifestyles among customers.

Designed for Emmi good day by Tetra Pak, the new Tetra Stelo Aseptic 1000 packaging combined with the connected experience looks to raise awareness about the Emmi good day brand and milk drink products in the new package format. It encourages users to ‘start the day with a good day’ by scanning the packaging with their mobile phone’s camera. The web-based app welcomes them with an AR animation around the packaging, revealing a menu of experiences to give them inspiration about how to add ‘more Emmi into their day’.

“Our interactive connected experiences are hugely popular and successful across our range of products and packaging,” said Amir Maslic, Senior Brand Manager at Emmi. “We’re pleased to be brightening the day of our customers with this new sleeker Emmi good day packaging and a connected experience which combines fun games and education about how to be happier and healthier. We hope our customers love it as much as we do,”

Interactive games available on the app include a ‘Move your Body’ AR fall game which enables users to choose between Barista, High Protein, or Milk Drink as a way to educate them about the three new milks drinks available. Players then collect fruit, oats, and other ingredients in their cereal bowl. The ‘Breakfast Ninja’ game encourages users to slice different breakfast ingredients in a race against time. At the end of each game regularly updated recipe ideas and inspirational quotes are shared. By interacting with each experience users collect points and join a leaderboard to win prizes. Each week the top scorers on the leaderboard will win prizes including Apple Watches, yoga mats, as well as milk frothers.


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