Dumex Dugro turns to extended reality to roll out its new formula

Danone's Dumex Dugro is putting an AR twist to its packaging by leveraging extended reality for the launch of its new formulation NextGen NUTRI. Danone’s NextGen NUTRI launch campaign was scheduled for March this year but due to the COVID-19 pandemic, sales promotions and consumer education drives were not possible. As such, the brand turned to contactless alternatives to engage consumers.

To unlock the AR experience, consumers can scan the product packaging on their mobile phones, all without the use of an app. By simply clicking a link on their phone, they will be brought through an immersive journey learning about the Dugro product offerings, including the key ingredients.

Upon completion of the journey, mothers and children also have the opportunity to interact with and take a picture with the Dugro Buddies, Dugro's cartoon characters, and share it on social media. The campaign was done in collaboration with Rouge by Entropia.

Samuch Ongsulapa, senior category and channel development manager at Danone, said its vision is to be a truly people-powered brand and Rouge by Entropia embraced that in every piece of creative communication. "With this vision at the forefront, we set out to reconnect with Millennial mothers – to better understand their insights and behaviours, with the aim of innovating our NextGen NUTRI nutrition formulation and redesigning our consumer experiences. In line with this big idea, we launched Dugro's innovative AR packaging experience. For us, this marks a new era in product detailing and engagement with our consumers," Ongsulapa added.

Ramakrishnan CN, partner at Entropia and head of EXR, added that the biggest challenge for any marketing campaign is to engage consumers to change their desirability of the brand. "And XR technology solves this for Dumex Dugro by offering them the opportunity to create interactions with prospective customers in the most engaging way possible – through a full brand and product story told via Augmented Reality on packaging. It is one of the most fun and innovative approaches we’ve taken to reach consumers," he added.

Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. Sign up here!

Related articles:
Dumex Dugro's musical series a huge hit, goes viral in a week
Dumex brings back Dugro Buddies musical series as part of product promo