Nestle Lactogo AR Game
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Nestlé Lactogrow AR Game
Global Recognition
Recognised across multiple global creative and media awards
TOTAL
Turning Product Packaging Into An Interactive Play Experience
A mobile first Augmented Reality game that transformed the Lactogrow pack into a gateway to a playful digital world where children could complete challenges, unlock rewards and interact with brand characters.
Background & Challenge
Making Nutrition Engagement Fun For Children
Nestlé Lactogrow wanted to strengthen its connection with young families while reinforcing brand recall among children. Traditional product communication often struggles to capture the attention of younger audiences who are surrounded by highly interactive digital entertainment.
The challenge was to create an engaging experience that could hold children’s attention while subtly communicating the brand’s value. Nestlé needed a format that felt like play rather than advertising.
The Idea
Turning A Milk Pack Into A Game Portal
The Lactogrow pack itself became the entry point to a playful digital experience.
By simply scanning the product packaging, users could unlock a gamified Augmented Reality world where children completed fun challenges and explored brand themed environments.
This transformed the product pack from a static object into a gateway to entertainment, making the packaging itself part of the play experience.
Strategy
Blending Entertainment With Subtle Brand Recall
The strategy focused on making the experience enjoyable first and promotional second.
Children were encouraged to participate in playful challenges, collect rewards and interact with characters inside a colorful AR environment. Brand communication was woven naturally into gameplay moments so the experience felt entertaining rather than promotional.
By combining play mechanics with brand storytelling, the campaign created a memorable connection between children and the Lactogrow product.
Execution & Technology
Mobile First AR Designed For Real World Use
A mobile first Augmented Reality game was developed where the Lactogrow packaging acted as the trigger to launch the experience.
Once scanned, the system opened a real time AR game environment where children could complete tasks, interact with characters and unlock rewards.
The experience was optimized for performance across a wide range of smartphones to ensure accessibility. An integrated analytics layer tracked user engagement, session duration and gameplay patterns, allowing the brand to understand how children interacted with the experience.
Results & Impact
When Packaging Became A Digital Playground
High repeat participation from returning players
Strong brand recall through interactive gameplay
