AdAge – Lacta chocolates have traditionally had a red-and-white paper wrapper, which have been used for decades by lovers as a medium for writing romantic messages. The trend was celebrated in the brand’s TV advertising but came to an end when the new plastic wrapper was introduced in September 2010.
Panos Sambrakos, ECD of OgilvyOne Worldwide, Athens, said: “A lot of people complained about the plastic wrapper on Lacta’s Facebook page. We had to explain that is was due to EU directives about food safety and a lower environmental profile.”
OgilvyOne helped the brand regain its former romance-friendly status by deploying new technology to carry on the old tradition. The agency developed an augmented reality app that allows customers to write hidden messages on the plastic wrappers.
To get a better idea of how this whole idea works, watch the following video:
[youtube]IE8oItQLNbk[/youtube]
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