Anija, a consumer brand of the world's largest dairy processor, recently launched special-edition AR packaging that shares a taste of New Zealand with consumers in China.
The limited-edition packaging makes it possible for consumers to scan a QR code on the package and see vibrant New Zealand scenery come to life before their eyes in the form of a 720-degree panoramic view. Some of the Anija products that can be found with AR packaging include whole milk, skim milk and the Zhuo Sunshine Kiwi Milk.
The #getNZonthemap campaign comes as part of a push to bring awareness to the fact that New Zealand is disappearing on many world maps. This cross-border campaign from Fonterra, a cooperative owned by New Zealand dairy farmers, is playing a part in supporting New Zealand's national image.
Why This Trend Is Growing
- AR Packaging
- The use of AR (Augmented Reality) in product packaging to increase customer engagement and sales
- Geo-targeted Marketing
- Marketing campaigns specifically tailored for consumers in different geographic regions
- #socialawarenesscampaigns
- Marketing campaigns focused on highlighting societal issues and creating positive change
Industries Being Reshaped
- Food and Beverage
- AR packaging and geo-targeted marketing campaigns can be utilized by food and beverage companies to increase customer engagement and sales
- Tourism
- The use of AR packaging and social awareness campaigns can promote tourism, as shown in Anija's limited edition packaging showcasing the beauty of New Zealand
- Social Media
- Social media platforms can play a vital role in promoting social awareness campaigns and marketing strategies to a wider audience
