Kellanova Protein Bar Uses AR Packaging to Motivate
The Kellanova RxBar's augmented reality packaging design turns celeb Matt James into a mini-motivational speaker.
At a Glance
- The smart-packaging-based promotion uses augmented reality (AR) to deliver motivational messages from a holographic coach.
- The AR-scannable packaging was publicized online; scroll down to view an Instagram video promo.
Kellanova created a smart-packaging-based promotion for RxBar this fall, using augmented reality (AR) to deliver motivational messages from a holographic coach. The brand’s No B.S. Motivator experience featured Matt James, marathon runner and a former lead on TV's The Bachelor, as the virtual coach.
To access the free AR experience, consumers went to the promotion’s microsite and used their smartphone cameras to scan the wrappers on select flavors of RxBar. A small virtual version of James then appeared, standing on the real-life RxBar wrapper to present a wellness-oriented message. The promotion ran from September 17 to October 18.
“Appearing as a mini 3D hologram atop the RxBar packaging, Matt James shared motivational messages for tackling the B.S. we all face throughout the day that can prevent us from reaching our goals,” says Eileen Flaherty, director, brand marketing, RxBar.
The AR experience included a series of three motivational messages: “Need More Energy,” “De-Stress with the Best,” and “Confidence Boost.” Each was up to 30 seconds long.
“Working together, RxBar and Matt identified his favorite cutting-edge, medically grounded techniques, allowing consumers to select which message they want to receive,” Flaherty says.
The RxBar flavors selected for the promotion were: Chocolate Sea Salt, Blueberry, Strawberry, Peanut Butter, Peanut Butter Chocolate, Chocolate Coconut, Pumpkin Spice, and all Nut Butter and Oat varieties.
The promotion marks the first time Kellanova has used AR-scannable packaging for the RxBar brand. To educate consumers about the promotion. It was publicized via online media outlets and social media channels.
The brand’s ongoing commitment to “No B.S.” — which it says stands for “bad stuff” — highlights the simplicity and transparency of the product line’s ingredients. The RxBar packaging design reinforces this emphasis, with ingredients for each flavor listed prominently on the front of the wrapper.
The protein bar's fortunes are looking up. On August 14, Mars announced it would acquire Kellanova for $35.9 billion. Previously, Kellogg acquired RXBar in 2017, effectively rescuing it following a product recall, as founder Peter Rahal told Inc. in a video interview.
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