Maynards using AR to enhance Discovery Patch packs

Discovery Patch is a range of fruit flavored jelly sweets, with four separately branded Discovery Patch packs – Animals, BodyBits, Myths & Monsters and Mini Creatures.

Hi Mum! Said Dad has used the Metaio AR engine to create a ‘deep and valuable family interaction’. This sees children (guided by their parents using smartphones) tasked to find 3D character pieces magically placed around their environment, read the clues and guess what they have found. The interaction is led by a call to action featured on the front of the packs.

Each of the four pack types features a different AR experience, so offering multiple user interactions and helping generate brand loyalty through repeat purchasing.

Craig Wills, managing director of Hi Mum! Said Dad, said the idea of discovery and interaction is central to the Discovery Patch brand, with the intention of using mobile functionality and AR as a literal way to turn a sugary treat into a way for children and parents to discover, and to interact and share.

Wills said: ‘The insight underlying this initiative is that enriched, shared moments between parents and children are wonderful moments and help to bond the two together. The strategy was to create a tech-driven and genuinely deep consumer experience, using latest on-pack scanning and AR mobile tech, in a fun, active and engaging way.’

Wills added that the Metaio AR engine performs well in varied conditions, such as different lighting environments and when the pack is crinkled, with field tests proving its performance capabilities.  

Lizzy Huelsmann, senior brand manager of candy at Mondelēz International, which owns the Maynards brand, said: ‘We are hoping to drive penetration amongst families with our unique and imaginative Maynards Discovery Patch launch. 

‘We think the fun shapes and delicious taste will make it something that families will love, giving their imagination something to chew on.  Mums have told us that they think the product will be great for the whole family – they think it’s a really different product and love that it helps them spend more quality time together while developing their children’s learning and creativity.’