"We wanted to ask consumers specific questions about our Frisia Mini Marshmallows packaging," says Eline van Muilwijk, Marketing Manager at Astra," so using the candy box itself to solicit their input made a lot of sense." Van Muilwijk's team printed a QR code and URL on 20,000 inexpensive black-and-white labels they adhered to the front of their colorful boxes, eliminating the need for special retailer cooperation. The contrasting label signalled to consumers that there was something special for them to do.
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