The product has a predominantly young audience who are largely uninterested in product information and health education – Mini Babybel UK also recognised that the product packaging needed to be more appealing to children.
Addressing the rise of modern media techniques to create a campaign that connected the dots and maximised the impact of owned, earned and bought media. This included:
Mobile game – earned
Product packaging -owned
TV advertising – bought
Using proprietary IP, we developed a content platform incorporating “Babybel Bowling Buddies” characters that would capture the interest of a younger audience and engage the whole family. The characters were printed on packaging and brought to life with the latest AR techniques to connect the brand’s family-friendly appeal in both the physical & digital world.
Check out the trailer below –