Building a connection with the target beyond the product
A 180º turn in the Dinosaurus’ communication that drove Adam Foods to achieve amazing results.
Challenge
Refocus the communication to new direction concentrating on children, creating a direct connection with them and achieving differentiation from competitors.
Idea
To to create mascot of their product by modelling in 3D six fun characters based on their cookies, and animating them to be used in TV spots, merchandising and packaging.
An app where the universe of Dinosaurus came to life was developed. Kids had to take care of the characters since they hatch the egg until they grew to be adults, learning healthy values and having fun with them.
Results
A significant sales increase and more than 1 million downloads.
