Kellanova and Coca-Cola harness augmented reality to connect with consumers | 08-10-2024 |

To help motivate consumers to achieve their wellness goals, protein bar brand RXBAR, a brand of Kellanova, launched the No B.S. Motivator experience, which combined the power of augmented reality (AR) with its packaging. The immersive experience turned the packaging into pocket-sized motivators with the help of multi-marathon runner Matt James. 

The AR tool helped consumers face the challenges that keep them from achieving their wellness goals with James’ tested training techniques. Until mid-October consumers could access a series of free motivational messages from James as he appears as a mini 3D hologram on top of the RXBAR packaging.

 "When I teamed up with RXBAR to create the AR experience, I reflected on my go-to strategies for resisting life's B.S. and keeping myself accountable throughout my wellness journey," he explained. "We had a lot of fun bringing this experience to life and it is my hope that these personal techniques can inspire others to find confidence, energy, and balance throughout their day." 

Meanwhile, following the collaboration between Marvel and Coa-Cola reported in the last newsletter, featuring OLED labels with the Thor character – whose hammer lit up when touched – the companies have announced a further joint campaign featuring augmented reality (AR), with the launch of limited-edition packaging, featuring a cinematic commercial.

This collaboration features illustrations of over 30 characters from across the Marvel Universe - from Ant-Man to Captain America - on Coca-Cola and Coca-Cola Zero Sugar bottles and cans, brought to life with a balance of white, red and black tones. Scannable QR codes unlock AR animation experiences for each hero or villain, where consumers can collect all 8 characters to download an exclusive Marvel poster.

The collaboration is supported by an immersive, multifaceted campaign anchored by a global brand film. In the commercial, a woman accidentally puts an entire comic book world in danger before the "Real Magic" of Coca-Cola unites the Marvel Universe to save the day.

Fans can collect character cans which are available on store shelves now.

AIPIA and AWA Smart Packaging World Congress Amsterdam