CHUCKIE: Snack n' play

Nestlé CHUCKIE, a chocolate ready-to-drink (RTD) milk product, increased sales and positive sentiment in the Philippines by launching a series of AR-powered edutainment gamified filters to connect children while they were in pandemic-induced lockdowns.

Campaign details

Brand: Nestlé CHUCKIEAgency: NuWorks Interactive Labs, Inc.Entrant Region: APAC

Strategy

Objective

Our strategic objective is to arrest sales decline by providing a fun snack time experience for kids. We did this by creating an interactive and edutaining Augmented Reality experience that can only be unlocked by a CHUCKIE pack.

CHUCKIE is the Philippines' Number 1 Kids' Choco Ready-to-Drink Milk. We have owned the category with 70% of sales volume driven by in-school snacking or "Baon" occasions. However, as pandemic restrictions continued and schooling shifted virtually, the main consumption incidence of the brand disappeared....

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