MADE OF PLAY: MUNCHMALLOW
Munchmallow is now a toy! People used Munch aluminum foil to make figurines. So we asked ourselves: what about box? And in October ’23, we launched „Sav od igre“ campaign. Inside each box, blueprint is placed. If you follow QR code tutorials, you can make your own RoboMunch! Our first toy series consists of 15 robots, each with their own name, character & design.
THE INSIGHT
Munch is a brand associated with play, imagination, and creative freedom. We wanted to remind adults to see the world from a child’s perspective and encourage them to find something different in everyday objects. And for kids, to inspire us to stay in that childlike view of the world for as long as possible: hence, from the box to a toy!
THE IDEA
We’ve created a toy using all elements of the box. The plan was to flod traditional and new media with Robomunch content. We’ve produced a TV commercial, digital content, POSM material, and microsite for this campaign.
But first and foremost we’ve changed Munchmallow packaging for good by placing a QR code on each box that leads you to an assembly video tutorial.
THE RESULTS
All this attention translated into a spike in sales significantly higher than any other previous equity campaign.
15 unique robots
8% spike in sales in two months of the campaign*
3 Adriatic markets
1.6m views on campaign microsite
600k views of assembly tutorials
1.3 organic views on TikTok
A special thanks to everyone who contributed to the campaign and made it truly playful with their dedication, effort, and creativity: Jaffa Crvenka, Level4, Smurfit, Drimdast, Media House, and Homepage.