Adding Value to Juice Through Digitalisation Giulia Pelliccioni Tetra Pak
Our journey today The Connected Consumer Who are them and what they expect from brands A new customer journey A seamless experience across channels and touchpoints Packaging matters Innovation in packaging providing brands with new opportunities
THE CONNECTED CONSUMER
Source: Kantar TNS, Tackling the connectivity challenge, 2017 3.6 Bn people worldwide
A new consumer segmentation LEADERS & SUPER LEADERS Most active and most influential Super Leaders: 7%, real trendsetters and influencers Source: Kantar TNS, Tackling the connectivity challenge, 2017
Brands recruiting Super Leaders LAUNCH ANNOUNCEMENT Multi-media campaign - Press, broadcast social 645 traditional media stories, more than 534 million impressions and 24,500 expressions THE FIRST TASTE Kit sent to selected top media influencers- Youtubers; celebrities, kit recipients generated more than 48 million impressions and 26,000 expressions HALLOWEEN CELEBRATION Launch of a subpage of Ecto.cool for the DVD/Blu- Ray release with ad hoc recipes custom recipes inspired 9.3 MM impressions and 1,000 expressions in Q4.
Interaction with food & drinks brands 65% 57% Are more likely Write reviews to comment every week after a positive experience 78% 79% Interactions with brands on Expect brands social media to reply improves their opinion Juices & beverages most searched category Source: Kantar TNS, Tackling the connectivity challenge, 2017
Social media influencers to revamp Juices and Nectars BEST ADVICE TO MOTHERS Target: kids; brand: Dimes Heroes 100% juices & Dimes mainstream nectars 360 Offline & Online campaign Weekly lottery through pin code in multi-packs 7.4 Min views on DimesClub Kids LOOK AT THE WORLD DIFFERENTLY Target: Family; brand: Dimes main brand 360 Offline & Online campaign Partnership with onedio.com; most visited fun social platform in Turkey Avg. 3-4 b shares per article through social media LET S START DISCOVERING Target: Millennials ; brand: Dimes Go First online concert on facebook in Turkey Partnership with travel bloggers to create road trip routes
A NEW CUSTOMER JOURNEY
From linear to distributed value network From PUSH to PULL Social plays a role throughout Source: Kantar TNS, Tackling the connectivity challenge, 2017
E-comm changing the moment of truth FOOD E DRINKS (category buyers) 27 13 59 63 14 24 GLOBAL SUPER LEADERS Buy online ecommerce prospects ecommerce rejecters Source: Kantar TNS, Tackling the connectivity challenge, 2017
PACKAGING MATTERS
Innovation in packaging key for direct communication with consumers 420 7% Worldwide print Of today s Bn market value in packaging is 2020 (current printed digitally 407 Bn)
AR for education and entertainment
Using the package as a promotional tool 9 customers, 14 brands in Russia PepsiCo, J7, Juice 100% Pack your Suitcase for the Island of Happiness! 173 K Registered codes 20% Conversion to participation
Unique code for traceability and consumer engagement INFORMATION & TRACEABILITY REAL TIME PROMOTION FUN AND LEARNING
Parting thoughts A world of consumer commentary Brands need to harness the power of Super Leaders to spread and amplify their messages A different segmentation, a new consumer journey Online behaviour transcends conventional demographics and further empowers consumers Packaging a digital enabler Unique digital packages, AR and custom printing provide new opportunities for brands to engage and deepen relationships
Fruit Juice Matters, also in digital world Special project to amplify Fruit Juice Matters campaign rollout in Europe >40,000 samples of 125ml NFC 100% orange juice produced by Tetra Pak for national juice associations Fruit Juice Matters branding & key messages on-pack Dynamic QR code on all packs, allowing for landing page to be changed/customised for different events/occasions Scan the QR code & visit the project page on fruitjuicematters.eu to learn more!
Thank you Please download our report here: http://www.tetrapak.com/tetra-pak-index