DANONE’S plant-based food brand, Alpro, has teamed up with connected packaging specialist Appetite Creative, to launch a new immersive experience to educate customers about the nutritional benefits of its new Alpro Kids range.
The new range includes an oat-based drink available in chocolate flavour, a strawberry-flavoured soya drink and soya-based alternatives to yoghurt available in vanilla and strawberry flavours. It is said to contain 30% less sugar than comparable kids’ products and are fortified with calcium, vitamin D2, iodine, B2 and B12. The range is vegan-friendly, and naturally lactose-free, with no artificial colourings, preservatives or flavourings.
The accompanying web app-based connected experience, accessed via on pack QR codes, embodies an adventure video game style. By dashing through different levels, players can collect key Alpro flavoured ingredients, while trying to avoid falling into giant gaps. It gives customers choices of alter egos in the form of their favourite Alpro superhero, including Miss Berry, Oatino and Soystorm.
Users are encouraged to compete against each other to achieve a high position on the leaderboard. Winners will be selected weekly, based on skill and high scores. In the UK, winners will receive £100 Lego toy gift vouchers.
“The new Alpro Kids range is more than just a product – it’s a step toward empowering families to make healthier choices without compromising on taste or joy,” said Gianluca Ciliento, Europe brand manager – plant-based at Alpro. “This is reflected in the fun connected experience accompanying this new range.
“We hope it entertains kids of all ages, while helping them to understand the nutritional benefits of plant-based food. The graphics and branding are superb – and working with the team at Appetite Creative has made this process seamless.”
Jenny Stanley, MD at Appetite Creative, added, “We’re always keen to try new and creative ways to adapt the look and feel of a connected experience, within the realms of the brand guidelines, to create something truly engaging for its customers. I’m confident Miss Berry, Oatsy and Soystorm will take the plant-based world by storm! Who wouldn’t want to be a cute food-based superhero?”
The app tracks real-time interaction, such as buying habits, product preferences, average engagement time, age, location, scan rate, page views, number of users, return users and social media shares, including GDPR-compliant personal data to enable the brand to optimise marketing and better understand consumers.
The campaign will run during the summer in multiple countries. The UK experience will be available exclusively at Asda stores.
