Milk brand Dumex Dugro partners with Malaysia’s Entropia to launch AR packaging for new formulation

Kuala Lumpur, Malaysia – Leveraging the Extended Reality (ER) technology, Dumex Dugro, food company Danone’s growing up milk brand, has teamed up with Rouge by Entropia to launch a web-based Augmented Reality (AR) packaging for its new formulation, NextGen NUTRI. 

As opposed to the usual WebAR technology which requires access to a user’s smartphone motion sensors and camera, NextGen NUTRI’s AR packaging can be experienced without the need to install a specific mobile app.

Consumers will be able to access the new reality and immerse themselves on the journey to learn about Dugro’s product information; these include RTB’s and key ingredients among others.  

At the end of the journey, the technology allows moms and kids to interact and have a photo taken with Dugro’s well-loved characters, the Dugro Buddies: Aiden the Leader, Jolly Jane, Big Sis and Brainy Ben which they can save and share on different social media platforms. This also allows moms and kids to try out a sample or to register and get Dugro Rewards for existing customers.

Originally, the schedule for the launch of the campaign was in March of this year. However, due to the COVID-19 pandemic, the brand had to look for a contactless alternative to engage customers. 

According to Samuch Ongsulapa, Danone’s senior category and channel development manager, the collaboration “marks a new era in product detailing and engagement with their consumers.”

“Our vision at Danone is to be a truly people-powered brand, and our partners at Rouge by Entropia embrace 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 behaviors, to innovate our NextGen NUTRI nutrition formulation, and redesign our consumer experiences. In line with this big idea, we launched Dugro®’s innovative AR packaging experience.” Samuch said.

Ramakrishnan CN, Entropia’s head of EXR, stated that “The quantum leap in the processing power of mobile phones and their mass availability, have made the deployment of such experiences more cost-effective than ever before. We are excited about the possibilities of this technology.”

“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 the packaging. It is one of the most fun and innovative approaches we’ve taken to reach consumers.” Ramakrishnan said.