Kraft Foods' Lacta chocolate is offering Greek customers the chance to create a personalized message on its plastic wrappers.
The chocolate brand has traditionally had a red-and-white paper wrapper, which for decades was used by lovers as a medium for writing romantic messages. The trend was celebrated in the brand's TV advertising but came to an end when the new plastic wrapper was introduced in September 2010.
Panos Sambrakos, ECD of OgilvyOne Worldwide, Athens, said: "A lot of people complained about the plastic wrapper on Lacta's Facebook page. We had to explain that is was due to EU directives about food safety and a lower environmental profile."
OgilvyOne helped the brand regain its former romance-friendly status by deploying new technology to carry on the old tradition. The agency developed an augmented reality app that allows customers to write hidden messages on the plastic wrappers.
Using the app, which works on iPhones and Android phones, Lacta fans can write a message and then select a Facebook friend, who is alerted that a hidden message awaits them. The friend must download the Lacta app and can then view the message -- complete with floating red hearts -- by purchasing a Lacta bar and holding it in front of their phone's camera. The idea is a direct driver of sales, as recipients of the digital billet-doux must buy a Lacta bar to view their personalized notes.
According to Mr. Sambrakos, Lacta is the most popular Facebook-branded page in Greece, with about 415,000 fans, about 12% of the country's Facebook user base.