Quelli della Colazione, the brand identity created in collaboration with Arc’s to bring together Kinder and Nutella, has become Ferrero’s first ongoing digital platform, designed to engage 8.1 million Italian families throughout the year.
At its heart is a virtual block of flats, with each flat representing a product universe.
Arc’s oversaw the strategy, visual identity, copy and engagement mechanics, developing 14 engagement missions and 20 badges across three sessions: major challenges that unite the two brands and adventures dedicated to individual products, in synergy with brand activations.
The experience extends from the digital realm to the point of sale, with in-store and on-pack communication assets for both brands that reference Quelli della Colazione and ensure continuity in the customer experience.
A single visual and verbal language ensures consistency across the entire phygital journey, both online and in-store.
