Danonino

At the Vivatech Fair in 2017, Wakatoon did a demo of cartoon coloring to the marketing managers of the agri-food brand Danonino. A few months later, the 2018 FIFA World Cup was about to begin. To celebrate this international event and create a deeper connection with its consumers, the F&B family brand considered printing coloring pages on the food packaging of its children's products range.

Danone's World Headquarters is located in France. The global marketing department of the food brand offers communication programs to its subsidiaries, and the decision to activate or not is up to them. Mexico and Greece chose to use Wakatoon's edutainment solution for their kids' products packaging.

The key points of the initial brief were:

• Wakatoon being easy to use with its app bringing stories to life.
• Integration of the Danonino brand character and graphic charter.
• The creativity of the custom coloring story and impeccable design. Following the brief, the Wakatoon graphic & game design teams worked on writing the 8 scenarios and illustrating the coloring pages. After back and forth with the client, the custom coloring pages for Danonino packaging were ready.

The specifications associated with the creation of this custom food packaging concerned both the choice of packaging paper, its grammage, and the choice of story formats.

The Wakatoon coloring stories, used as free kids gifts on Danonino yoghurt containers, were printed in 2 different formats:

• In Greece, they are printed as collectible in-pack cards: they are inserted inside the food packaging.
• In Mexico, the cards are on-pack: they are directly printed on the packaging, which can be cut out and colored by the child.

The children's food packaging project was intended to both entertain as a game and educate, with an educational dimension associated with the football story.

What exactly is interactive coloring? Wakatoon tech goes beyond simple coloring printed on food packaging.

1) Kids color and stay away from screens during that time

2) Once the coloring is finished, parents and children can take photos of the 8 stories with the free Wakatoon app

3) The drawings come to life as a cartoon in the colors chosen by the child.

The child can both exercise creativity during a hands-on, screen-free activity and enjoy the magic of seeing their coloring come to life, while still maintaining a rational use of screens.

Learning about football history while having fun : edutainment packagings

The 8 coloring stories printed on the brand's food packaging depict historical references related to football and its history in 8 different countries (Mexico, Brazil, Russia, Germany, France, Spain, Poland, Argentina).

"Learning more about the diversity of the world with Dino": The packaging coloring was intended to allow children to learn more about the history of football and the country through the story that Wakatoon would create (while avoiding overly stereotyped or clichéd references).

The game aspect: collectible coloring pages

The collectible effect of the 8 stories printed on the packaging encouraged children to collect all the animated coloring pages.

Danonino is a kids & family brand of fruit dairy products owned by the French agri-food group Danone. It has over 50 years of existence. Danonino products are sold in more than 38 countries worldwide in large distribution channels (hypermarkets, supermarkets...).

The brand offers different types of yogurts and dairies for children:

• Drinkable yogurts
• Straw yogurts
• Danonino Classic Fruit yogurts and the same range without added sugars
• An organic Danonino range

Food marketing for kids : Wakatoon solutions

Wakatoon, specialist in game coloring, assists brands in Food & Beverage industry, large distribution channels (hypermarkets, supermarkets), as well as shopping centers, malls, and department stores in their packaging projects or events ideas to engage families and children.

We can help you in your F&B projects :

• Creative in-store animations (creative workshops, interactive kiosks, coloring booklets, flyers to distribute...)
• Original animations and marketing contests for your e-commerce website
• Custom food packaging

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