How ParachuteCBD turned retail packaging into an always-on engagement channel
About ParachuteCBD
ParachuteCBD is a Ireland’s leading CBD beverage brand that sells canned drinks through retail. With a growing customer base and a category that benefits from education and trust, ParachuteCBD wanted a way to extend the brand experience beyond the shelf, build direct relationships with shoppers, and better understand who was buying their products in-store.
The Challenge
Like most FMCG brands selling through retail, ParachuteCBD had limited access to its end customers after purchase. This created several challenges:
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Minimal visibility into retail shoppers once they left the store
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Limited first-party data to support CRM and retargeting
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A need to educate consumers on CBD benefits in a credible way
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Missed opportunities to cross-sell other online products to high-intent buyers
ParachuteCBD needed a post-purchase experience that felt natural for retail customers, captured meaningful data, and could run continuously.
The SeeGap Solution
Using QR codes placed directly on canned beverages, SeeGap helped ParachuteCBD turn packaging into an always-on engagement and education channel.
The activation focused on four core elements:
Monthly Competition
Shoppers scanned the on-pack QR code to enter a monthly prize draw, giving retail buyers a clear reason to engage after purchase and a repeat reason to return over time. Once scanned, the QR code led to a mobile-first site designed around Parachute’s brand and activation objectives, allowing consumers to quickly enter the competition, or engage with Parachute’s wider supplement range.
Survey & CRM Capture
The experience captured email opt-ins and short survey responses, turning anonymous retail shoppers into a permission-based audience while also collecting consumer insight tied to real retail buyers. All engagement, survey responses, and CRM data were centralised in a single analytics dashboard. This gave Parachute a live view of how retail consumers were interacting, where drop-offs occurred, and which segments showed the strongest potential for online conversion. Each survey was analysed, giving Parachute visibility into consumer preferences, and behaviour at SKU level, all tied to verified retail purchases.
CBD Education Built Into the Journey
The QR experience included clear, brand-safe education on CBD benefits to increase confidence, reduce friction, and strengthen ParachuteCBD’s credibility at the moment of consumption.
Cross-Sell Into the Online Store
Retail shoppers were introduced to other ParachuteCBD products available online, creating a pathway from an in-store beverage purchase to broader product discovery and repeat purchase opportunities.
A simple optimisation of the on-pack QR call to action increased engagement by 400%, showing how much impact packaging clarity has on retail behaviour.
The Results
Through the connected packaging activation, ParachuteCBD achieved:
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6% engagement from retail customers
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Access to thousands of retail consumers who had previously been unreachable post-purchase
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A 400% uplift in QR engagement driven by optimising the on-pack call to action
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Richer CRM data and more actionable customer insight to inform marketing and business strategy
We now have a much deeper understanding of our shoppers, richer CRM data, and a stronger ability to demonstrate and grow the value of our brand. The feedback loop has been far more actionable than anything we had before, and it’s helping us shape both customer engagement and business strategy
What’s Next for Parachute?
ParachuteCBD will continue running this activation as an evergreen channel, with engagement and consumer insight compounding as distribution grows. As the brand expands across retail, the same format provides a repeatable way to educate shoppers, build first-party audiences, and create stronger pathways from retail purchases into long-term customer relationships.
