Augmented reality for kids


pauls-scoobyDairy brand, Pauls, is targeting Australian children with augmented reality cartoons on yogurt packs.

The promotion is themed around Warner Bros Entertainment Company’s iconic cartoon, Scooby-Doo.

The Pauls yogurt packs feature codes to be scanned by a smartphone or tablet app.

Once scanned, the codes takes users on an “entertaining adventure” with Scooby-Doo and his detective friends.

The Pauls yogurt is being sold at Coles supermarkets and independent grocery stores nationally.

Pauls is not the first local FMCG brand to license an entertainment company’s cartoons or films.

Warner Bros competitor, The Walt Disney Company Australia, regularly collaborates with dairy brands, supermarkets, or fruit producers.

Last year, the company’s local subsidiary collaborated with Coles by adorning its pears with cartoon characters from Planes.

Coca-Cola also launched Planes branded Mount Franklin water, and local company, Park Avenue, developed chocolates around the cartoon.

The Walt Disney Company Australia has a policy of collaborating with food brands that are healthy choices for children.

Pauls is marketed as a healthy yogurt that’s full of the “goodness” of full cream milk and tummy friendly bacteria, acidophilus.

The Scooby-Doo yogurt is available in vanilla, strawberry, and banana, and is sold as a 12 pack with four single serve tubs of each flavour for snacks or on the go meals.

Disney Planes pilot
Disney Planes promotion with Qantas in 2013.

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